WHAT MOTIVES ARE DRIVING CONSUMER CHOICE NOW?

Today, consumers and marketers alike must cope with increasingly demanding schedules and an almost unworkable abundance of options. Yet the insights that would serve marketers best—what drives consumer choices in this fast-paced environment—often remain undiscovered. Marketers must commit themselves to the search for this knowledge, even in the face of increasing pressure. How can they integrate such a program into their work at every stage—and be sure that the findings they rely on are valid?

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Table of Contents

From The Editor's Blackberry™

1.The Science of Consumer Choice
by John J. Lewis

2. The Art of Creating Passionate Consumers: Howard Schultz

3. Consumer Information and the New Complexity of Decision Making
by Ellen Veccia

4. Helping Americans Make More-Informed Choices About Science Policy
by Jon D. Miller and William McCready

5. The Digital Dilemma
by David C. Tice

6. Leveraging the Connections Between Media Choices and Lifestyle
by Maura E. Clancey and Robert L. DeFelice

7. Thought Leader Forum: Drivers of Consumer Choice

8. Putting a 21st-Century Spin on a Powerful Selling Vehicle
by Burt Michaels

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