Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information

Even for the authors of this book about buying behavior, rational consumers are a heresy. For years, the discipline of marketing preaches the bible of the emotional consumer who is swayed by brand image and their unmet needs which cloud his/her consumer preferences. These authors make a credible case for a new paradigm of consumer behavior fueled by ready information and consumer ratings which describe the actual satisfaction with the quality of the product not the sizzle created by product managers

Not just early adopters, but average consumers are relying on the internet to provide information about the products, often much earlier than the decision to purchase. That this research is based on people like themselves and their actual experience with the product creates a new even playing field for the unknown brands or products. For this reason a new product launch can create successful products if the early purchasers tout the product in internet reviews. Of course, this trend does not reach into commodity products, but for high ticket items, consumers are increasingly willing to trust reviews and ignore – or at least place less reliance on marketer’s product push. Even for brand loyal consumers, a review’s persuasion can create a shift in buying preference. This book is a must read for every marketer.