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• Cover: Influencing Shopper Decisions
• Praise for Influencing Shopper Decisions
• Title Page
• Contents
• Foreword
• Acknowledgements
• List of Figures
• List of Tables
• 01 Redefining the Shopper Journey for the First Time
• The Internet Changed Everything
• Where We Started
• Getting Our First Shot
• Our Baby Named ZMOT
• Key Takeaways
• References
• 02 The Hidden Danger of Brand Narcissism
• Questioning the Questions
• Market Research Origins
• The Emergence of Consumer Choice
• The Rise of Brands and Brand Identity
• Measuring Persuasion, Involvement, and Salience
• Digital Media Changes the Shopper Journey
• Brand Loyalty Measured: Net Promoter Score
• The Emergence of Brand Narcissism
• Key Takeaways
• References
• 03 The Age of Shopper Promiscuity
• Driven by Innovation
• Driven by Unlimited Access
• Driven by the Need for Expression
• Driven by Reprioritization
• Key Takeaways
• References
• 04 The Shopper DIAL
• The Correct Research Audience?
• Defining Shopper Promiscuity
• The Facets of Shopper Promiscuity
• DIAL Demographics
• What the Shopper DIAL Tells Us
• Key Takeaways
• References
• 05 Source Usage: A New Metric for Changing Shopper Behavior
• Why Source Usage Matters
• What Source Usage Tells Us Today
• Key Takeaways
• References
• 06 Net Influence: Revealing the True ROI
• The Birth of Net Influence
• The Tyranny of ROI
• How Net Influence Works
• Net Influence in Today’s Economy
• Key Takeaways
• Reference
• 07 Other New Metrics for Guiding Decision Making
• Source Content
• Timeline
• Barriers to Purchase
• Key Takeaways
• 08 Redefining Brand Tracking
• Brand Tracking: Necessary, but Frustrating
• Narcissism and the Purchase Funnel
• Rejecting the Traditional Brand Tracker
• Key Takeaways
• 09 Unlocking Hidden Shopper Insights Through Agile Neuroscience
• Neuroscience Back Then
• Agile Neuroscience and Completing Our View of the Shopper Journey
• Key Takeaways
• References
• 10 The Evolution of Shopper Values
• Shoppers Do Research to Understand the Stories Products Tell
• Shoppers Notice When the World Turns
• New Stories, New Expectations, New Norms
• The Impacts of Economic Power and Generational Attitudes
• Key Takeaways
• References
• 11 The Covid Inflection Point
• Covid’s Impact on Shoppers
• Time is a Luxury for Remote Workers
• More Time Means More Research
• Time Leads to Increased Defection
• Time Generates More Barriers
• Shoppers Who Spend More Time are More Likely to Share Their Experiences
• Covid Has Changed Shoppers’ Priorities
• Key Takeaways
• References
• 12 Strategies for Change
• What To Do About It
• Next Steps for Researchers
• Next Steps for Marketers
• Next Steps for Executives and CEOs
• Reference
• Index
• Copyright Page