All customers are irrational understanding what they think, what they feel, and what keeps them coming back /

• Main Author: Cusick, William J.
• Format: Electronic
• Language: English
• Published: New York : American Management Association, c2009.
• Subjects: Consumers.; Consumers > Attitudes.; BUSINESS & ECONOMICS > Consumer Behavior.; Electronic books.
• Online Access: View fulltext via EzAccess
• Physical Description: 1 online resource (x, 229 p.)
• Bibliography: Includes bibliographical references and index.
• ISBN: 9780814414224 (electronic bk.); 0814414222 (electronic bk.)

As many businesses are discovering, customer behavior doesn't always make sense. That really shouldn't be surprising. As recent studies have shown, people tend to base their decisions on more subconscious, emotional desires than on rational, practical choices. What's more, customers aren't able to tell you accurately why they do what they do. Combining recent research findings with real-world examples from his consulting practice on customer experience, William J. Cusick examines how the subconscious part of the brain drives the decisions and behavior of every customer on a daily basis and int.