This or That? How We Decide What to Buy
September 19, 2019
Hosted by Dr. Michael Solomon
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Guest Information
Episode Description
Coke or Pepsi? Ford or Chevrolet? Swipe left or swipe right? Everywhere we turn, we need to make choices. Ironically for many of us our biggest problem is not a lack of choice. It is too much choice. How do we sift through the mountains of information out there to make a good decision? And how can marketers better understand the processes we use so that they can boost their chances of being the chosen one? My three expert guests will shed some light on this issue. Heather Lutze helps clients to up their search marketing game to increase the likelihood that a company will come out on top when people go online to find products and services. Prof. Barbara Kahn at Wharton is an internationally recognized expert on retailing; she’ll talk about aspects of the shopping experience that determine what we buy. Finally, we’ll talk to John Greco, who was CEO of both the Direct Marketing Association and the Yellow Pages Publishers Association.
We Are What We Buy
Archives Available on VoiceAmerica Business Channel
Businesses succeed when they satisfy their customers’ needs. But how can you do that unless you understand what those needs are? The reasons we buy aren’t as obvious as they seem. That’s because we don’t buy product features, we buy the benefits they provide. Two brands that seem very similar may mean something very different to consumers, and sometimes even they can’t tell you why they prefer one over another.
We Are What We Buy helps YOU to understand what drives your customers. On every show, we dive into a topic that helps you to decipher the reasons your customers buy or don’t buy. Michael applies over 30 years of doing research on consumer behavior to talk about what drives us. He’s helped by industry experts who share their experiences from the trenches.
We Are What We Buy gives you clear and actionable insights you can apply to your business the next day to help you understand what drives your customers.
Dr. Michael Solomon
Dr. Michael Solomon literally “wrote the book” on understanding consumers. Hundreds of thousands of business students have learned about Marketing from his 30 plus books including “Consumer Behavior: Buying, Having, and Being,” the most widely used book on the subject in the world.
Much in demand as a keynote speaker, Michael often is asked to provide briefings to global executive teams who want to forge a deeper connection with their customers. Michael advises global clients in leading industries on marketing strategies to make them more consumer-centric.
Michael regularly appears on television shows including The Today Show, Good Morning America and CNN to comment on consumer issues, and he is frequently quoted in major media outlets such as The New York Times, USA Today, Adweek and Time. Michael also is a regular contributor at Forbes.com, where he writes about consumer behavior, marketing and branding. His latest book is “Marketers, Tear Down These Walls: Liberating the Postmodern Consumer.”
As a Professor of Marketing (in the Haub School of Business at Saint Joseph’s University in Philadelphia) and an industry consultant, Michael combines cutting-edge academic theory with actionable real-world strategies. He helps managers get inside the heads of their customers so they can anticipate and satisfy their deepest and most pressing needs, today and tomorrow.
