Browsing by Subject "implicit needs"

Browsing by Subject "implicit needs"

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  • Segmenting customers based on their unconscious needs. 
    Simmons, Sid (2018-09)
    This paper contributes to the literature by proposing a new methodological approach for understanding customers’ unconscious needs. This approach combines Unconscious Thought Theory (UTT) with Choice-Based Conjoint (CBC), ...