Tag: Marketing
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Overview of Laddering Theory
Laddering Theory, Method, Analysis, and Interpretation by Thomas J. Reynolds and Jonathan Gutman is a foundational framework in qualitative research, particularly within consumer behavior studies. Below is an overview of the key aspects of this theory and methodology: Overview of Laddering Theory Laddering is a qualitative research technique designed to uncover the deeper motivations, values,…
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What is conjoint analysis?
Sawtooth Software, 2021 Introduction to conjoint analysis Conjoint analysis is the premier approach for optimizing product features and pricing. It mimics the trade-offs people make in the real world when making choices. In conjoint analysis surveys you offer your respondents multiple alternatives with differing features and ask which they would choose. With the resulting data,…
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Loss Aversion in Marketing and Commercials: A Multifaceted Analysis
Loss aversion, the psychological principle that the pain of a loss is felt more strongly than the pleasure of an equivalent gain (Guttman, 2021), (Schulreich, 2020), profoundly impacts consumer decision-making. This disproportionate weighting of losses over gains significantly shapes how consumers perceive value, make choices, and respond to marketing messages
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TV and Marketing Developments
Research topics at the end of the post The Trade Desk’s Surprising Move into the TV OS World: What Media Students Need to Know In a surprising turn of events, digital advertising giant The Trade Desk (TTD) is rumored to be entering the TV operating system (OS) ecosystem[1]. This move has significant implications for the…