Populair Naked consumer The Secret Of Motivational Research In Global Marketing – Jan Callebaut

The Naked Consumer: The Secret Of Motivational Research In Global Marketing (1995) by Jan Callebaut and the Censydiam Institute explores the unconscious drivers behind consumer purchasing behavior. It advocates for qualitative motivational research over pure quantification, providing a structured, universally applicable psychological model to analyze motivations across different cultures for long-term marketing success.
Wikipedia
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Key Aspects of the Book:
Focus on the Unconscious: It argues that mo…