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Are customers really as smart in their decision-making as we think

March 15, 2013

Many of our decisions are not as sensible as we might think. Or do you always choose your new car, your top holiday destination or your favourite jeans ratio­nally? 

But what ultimately is crucial in a decision to purchase? Or, even earlier up the line, when a mailshot is received and looked at, for instance? How emotional can and how rational should a direct marketing campaign be to reach your entire target group? And how do you get them to react to it?

Surprising findings and helpful ideas in relation to this can be found in the summary of the paper by Prof. Lutz Jänke -  and a few promising tips from us for your next direct marketing campaign.

» Read Whitepaper (PDF)  

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