4.__Laddering_Class_Worksheet - Through Laddering CORNELL...

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CORNELL Wansink 2005©--1 1. Why Don’t They Buy ? 2. Why DO They Buy? 4. How to Implement? (4Ps) 3. Who Are They? 4. Laddering P rofessor Brian Wansink
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CORNELL Wansink 2005©--2 One Mod One Model of Learning, Memory, and Behavior
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CORNELL Wansink 2005©--3 The Network Model of Consumer Insights
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CORNELL Wansink 2005©--4 New Thinking -- Less Linear (Hierarchical Value Maps vs. Mechanistic Steps) From … Wansink 2003 Qual Mkt Rsch
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CORNELL Wansink 2005©--5 The Problem with the Network Model… You have to get your hands dirty The Wharton MBA Curse The most brilliant, shortest-term consultant Aqua Velva
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CORNELL Wansink 2005©--6 Uncovering the Network of ACV
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Unformatted text preview: Through Laddering CORNELL Wansink 2005--7 One Portion of a Ladder from Bank One CORNELL Wansink 2005--8 The Consumer Insights Framework 1. Why Dont They Buy ? 2. Why DO They Buy? 4. How to Implement?--Product --Price--Promotion --Placement (+packaging) 3. Who Are They? CORNELL Wansink 2005--9 Using Laddering to Elicit Key Insights Question: How can we encourage women to watch Cornell football games? Step 1. Why do people not buy my product ? Step 2. Why do people buy my product ? or Why do champions buy my product ? Interviews yielded the following ladder...
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4.__Laddering_Class_Worksheet - Through Laddering CORNELL...

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