Free Shipping In Australia
The Laws of Choice By Eric Marder

The Laws of Choice
by Eric Marder

Out of Stock
$21.49
inc. GST
Drawing on 40 years of marketing research experience, Eric Marder presents a transforming theory of how people make choices. Supported by a rich analysis of studies conducted by scores of Fortune 500 companies, "The Laws of Choice" unearths the universal patterns every marketing strategist has been waiting for, showing how consumers decide where to spend their money. 160 charts & graphs.
Only 0 left

The Laws of Choice Summary


The Laws of Choice by Eric Marder

How do customers decide what products and brands to buy? With the rise of sophisticated advertising and marketing research methods in this century, business leaders have spent billions of dollars attempting to answer this perplexing question. Occasionally, analysts emerge with suggestive trends, but ultimately with little hard evidence to support any definitive "laws" of customer choice.
Now, in this much-anticipated major work, Eric Marder reveals how universal patterns in survey responses lead not only to general principles in marketing but to empirically verifiable laws of human nature itself. Drawing on forty years of applying his pioneering experimental design techniques to marketing research surveys, Marder presents a global theory of choice behavior, supported by original data reported here for the first time from thousands of massive real-life experiments based on millions of interviews. His dramatic findings about pricing, optimal marketing tactics, product evaluation, the relative role of product and image, and advertising effectiveness will make this book required reading for the entire marketing community. Of special interest to social scientists and survey research practitioners will be Marder's powerful research designs and techniques, including the unbounded write-in scale for measuring desirability (attitude) and his methodological analyses of the relationships among beliefs (perceptions), desires, choice, and behavior.
In the Preface, he writes: "At the core of the theory are three laws of choice behavior the Law of Congruence, the Law of Primacy, and the Law of Persistence. These laws are both general and self-evident. At first glance, they are so self-evident that you might say: 'I have known this all along.' My reply is: 'Of course you have known it all along. But there is a difference between knowing and knowing, between the passive knowing that allows us to persist in actions that are inconsistent with what we know, and the active knowing that helps us change the way we do things.' I believe that knowing the laws of choice behavior-really knowing them -- changes the way we do things. My crass but stringent criterion has been that a good theory should enable someone equipped with it to make more money than someone who isn't. I believe my theory has passed this test."

Why buy from World of Books

Our excellent value books literally don't cost the earth
Free delivery in Australia
Read more here
Every used book bought is one saved from landfill

The Laws of Choice Reviews


Paul Schregel Former Senior Vice-President, Americas, Scott Paper Company Eric Marder has a way of taking concepts that are often vague in other hands, discarding the fluff, and producing a simple, sharp picture of any subject with which he deals. Senior executives who want to make money will find gems in this book. Using the thinking and tools described here, we increased earnings from consumer brands sold in the U.S. from under $50 million to over $150 million in just a few years!
Betty Sproule Strategic Planning Manager, Hewlett-Packard Company A landmark in the state of global thinking about marketing, marketing research, and how customers make choices. The laws and principles Eric Marder formulates will serve as guideposts for the next era of marketing via electronic media.
William R. Bondurant Vice President, Business Information, AT& T Wireless Services, INC. Brilliantly clear on all the major issues with which marketers are concerned.
Dennis Q. Murphy, Director Worldwide Marketing Communications Research, IBM Rarely does deep insight intersect so completely with hard data. In this extremely readable book, Eric derives remarkable conclusions about buyer behavior from a database unparalleled in business and unaffordable in academia.
Tony Adams Principal Marketing, The Vanguard Group Hooray for Eric Marder! He has pioneered a most accurate and predictive understanding of consumer behavior. It works.

About Eric Marder


Eric Marder is Chairman of Eric Marder Associates, Inc., a marketing research and consulting firm he founded in 1960. The company specializes in "Choice Research," a term Marder uses to distinguish the discipline presented in this book from traditional marketing research. His client list through the years has included American Home Products, AT&T, Campbell Soup, CBS, General Foods, General Mills, GTE, Hewlett-Packard, Johnson & Johnson, Pfizer, Scott Paper, Xerox, and others. He is married and lives in Manhattan.

Table of Contents



CONTENTS

Preface

Acknowledgments

To the Reader

PART I: THE FOUNDATIONS

Chapter 1: MARKETING AND CHOICE

A Personal Note

Nomenclature

Desires and Beliefs

The Primary Topics

Accessibility

The Choice Process

Marketing Strategy

The Eight Tools of Marketing

Chapter 2: DEFINING CHOICE RESEARCH

Chapter 3: FIRST PRINCIPLES OF CHOICE RESEARCH

Analysis

Interface with the Marketer

Chapter 4: THE FIRST LAW: THE LAW OF CONGRUENCE

Constructing Questions

The Law

PART II: INTEGRATED OFFERS

Chapter 5: MEASURING CHOICE

The Measuring Instrument

STEP Share and Market Share

Aggregate and Individual Data

Individual STEP Scores and Buying

Chapter 6: PRICE TESTING

Some Specific Studies

The STEP Database

The Price-Demand Relationship

Chapter 7: CONCEPT TESTING

Durables

Consumables

Line Extensions and Cannibalization

Chapter 8: PRODUCT TESTING

The Product Testing Grid

Blind and Identified Tests

Chapter 9: PAIRED COMPARISONS

Theoretical Considerations

An Experiment

The Antecedent Effect

Chapter 10: DESERVED SHARE

Product-STEP

Uncoupling

The Case for Blind versus Identified Tests

Two Experiments

Product Differences

What's in a Name

Chapter 11: WHAT STEP MEASURES

Chapter 12: BEYOND PRODUCT CATEGORY BOUNDARIES

VEST for Durables

VEST for Consumables

VEST-STEP

PART III: THE STRUCTURE OF CHOICE

Chapter 13: THE ANATOMY OF QUESTIONS

Beliefs

Desirability

An Interjection About "Improving" Brands

The Numeric Scale

The Unbounded Write-In Scale

Brand Choice

Direct Rank

Chapter 14: THE SECOND LAW: THE LAW OF PRIMACY

Desirability and Choice

The Tie Matrix

Desirability-Rank and Choice

Product Category Differentiation

PART IV: SYNTHESIZED OFFERS

Chapter 15: STRUGGLING TO SEE THE OBVIOUS

The Strategy Planning Program

The Diagnostic Problem

A New Look at An Old Problem

Chapter 16: THE PARTITIONING OF CHOICE

Topics and Attributes

parDesires and Beliefs

An Illustrative Three-Person Market

The SUMM What-If Game

Chapter 17: CONSTRUCTING THE MAP

Levels of Generality

Sequence Analysis

The Attribute-Definition Pretest

The Primary Topics

Chapter 18: TWISTS AND TURNS IN MEASURING THE DESIRABILITY OF ATTRIBUTES

The Top-Attribute Method

The Meaning of Topic Weights

The Multiple-Attribute Method

The Integrated Method

The Absolute Method

Chapter 19: DYNAMIC ASSESSMENTS

The Pricing Study

The Spectrum Study

The Fully-Modeled Comparison

Conclusions About the Integrated and Absolute Methods

Variants of SUMM

Chapter 20: THE SYNTHESIS OF STEP AND SUMM

Tie-SUMM

The Tie Interval

Empirical Consequences of Tie Scoring

Chapter 21: BRAND POSITIONING

Positioning a New Brand

Repositioning an Established Brand

Customer Satisfaction

PART V: MESSAGE DELIVERY

Chapter 22: MEASURING ADVERTISING

Chapter 23: MEASURING PRINT ADS

The POST Program

The Environment

The Effect of a Single Ad

A Factorial Design

Negative Effects

Color versus Black and White

Ad-STEP

The Universal Ad

Chapter 24: MEASURING TELEVISION COMMERCIALS

Conscious Persuasion

TV-STEP

The Criss-Cross Design

Chapter 25: MEASURING TELEVISION CAMPAIGNS

Defining the Problem

The Ad-Weight Design

Some Case Histories

The Cumulative Results

Implications

The Generic Advertising-Response Curve

Advertising-Response Curves With Dips

Flighting

Chapter 26: THE THIRD LAW: THE LAW OF PERSISTENCE

Nonadvertising Periods

Decay and Persistence

Chapter 27: BUDGET ALLOCATION ACROSS BRANDS

SUMMING UP

The Problems

The Core Variables

The Principles

The Laws

A Closing Comment

APPENDIX

A: Computation of VEST Penetration

B: The Variance and Sensitivity of STEP and First-Choice Share

C: The Tie-Share Vector and the Frequency Vector

D: Implications of the STEP-SUMM Slope

E: The Sensitivity of the Integrated and Absolute Methods

F: Variants of SUMM

G: Competitive Frame Reduction

H: Share and Countershare Partition

I: The Television Version of the Universal Ad

J: The Contaminated Criss-Cross Tests

K: The Collection and Analysis of Ad-Weight Data

Index

Additional information

GOR001744679
The Laws of Choice by Eric Marder
Eric Marder
Used - Very Good
Hardback
Simon & Schuster
1997-07-01
464
0684835452
9780684835457
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.