The Psychology of Buying
Published 10/21/2009
Author: Michael G. Mulhern
Michael G. Mulhern is president, Mulhern Consulting. He may be reached at mmulhern@nwlink.com.
Summary
Researchers try to replicate or mimic the buying decision when asking questions of buyers. This happens either qualitatively during a focus group, site visit or ethnographic interview or quantitatively via a survey. However, these methods may not capture the full extent of the psychological processes that buyers engage in when making their marketplace choices. This article examines these processes and suggests ways to tap into them with our research methodologies.Please register or login to view this article
Deborah White wrote:
Posted on : 7/7/2010