Emotions are an important part of human interaction, but how important are they for decision making in marketing? Douglas Van Praet points out that businesses rely on the false premise that respondents, survey research, can consciously explain the unconscious origins of their actions. In order to prevent that, he suggest a remedy that includes, the interruption of patterns creating comfort and the satisfaction of the critical mind, as well as others.

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The Myth of Marketing : How Research Reaches For The Heart But Only …