Priya Raghubir's Books

The Sense and Nonsense of Consumer Product Testing

How to Identify Whether Consumers are Blindly Loyal?

By: Priya Raghubir,Tyzoon T. Tyebjee,Ying-Ching Lin

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The Sense and Nonsense of Consumer Product Testing

How to Identify Whether Consumers are Blindly Loyal?

By: Priya Raghubir,Tyzoon T. Tyebjee,Ying-Ching Lin

The Sense and Nonsense of Consumer Product Testing reviews the classic issue of product taste testing based on recent advancements made in psychology, neuroscience, and marketing, on how sensory cues affect product judgments. The authors: examine the implications that the five different sensory modalities (the olfactory, auditory, tactile, gustatory and visual systems) interact with each other, rather than exert independent influences, to define a customer's experience; propose that since consumers are unaware of the influence of a range of stimuli on their judgments and experience, they cannot explicate them, creating methodological challenges for managers to collect valid and reliable consumer insights regarding the consumers' experience; propose that the methodological paradigm of taste testing can be used to examine the effect of strategic and tactical marketing mix decisions. The goal of this monograph is to use the taste-test as a paradigm to understand how consumers make a range of sensory decisions combining intrinsic product information with the information available in the environment -- specifically the research testing context. The Sense and Nonsense of Consumer Product Testing yields reliable insights for managers that would be elusive using standard survey techniques, and adds to the nascent, but growing, literature in marketing on how sensory product experience is multi-modal.

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Now Publishers Inc

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ISBN 10

1601982623

ISBN 13

9781601982629

Pride and Purpose

The Genesis of Competent Leadership

By: Priya Somaiya

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Pride and Purpose

The Genesis of Competent Leadership

By: Priya Somaiya

Our mental paradigm about leadership must shift, argues author Priya Somaiya, and Pride and Purpose achieves just that. It is a fascinating compilation of experiences and stories, and her tryst with leaders and leadership from all walks of life. Not all of leadership is about positional power and control. Rather, most of it silently and sensitively engages with building and transforming lives, organisations and society. The complex intersection and convergence of diverse personalities, skills, styles and qualities in leaders presented in various chapters of the book appear to impact human experiences in similar and yet diverse ways. Leaders influence thought and perception, aspiration and motivation. They earn respect and trust. They create resolute will and discipline and demonstrate working through failure and pain. Leaders interface hugely with time and the elusive framework of the future. They role model risk-taking and a lasting passion for learning. Dr Somaiya's work weaves all these dimensions together in a converging mosaic around leadership behaviours, which appear to strengthen the significantly important pillars around which all leadership devolves-the feeling of pride and the anchoring of purpose in life.

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208

Publisher

Bloomsbury Publishing

Published Date

ISBN 10

9390077915

ISBN 13

9789390077915

The Sense and Nonsense of Consumer Product Testing

How to Identify Whether Consumers are Blindly Loyal?

By: Priya Raghubir,Tyzoon T. Tyebjee,Ying-Ching Lin

Write a review Read reviews Take a Quiz Solve Book Puzzle

The Sense and Nonsense of Consumer Product Testing

How to Identify Whether Consumers are Blindly Loyal?

By: Priya Raghubir,Tyzoon T. Tyebjee,Ying-Ching Lin

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

Publisher

Now Publishers Inc

Published Date

ISBN 10

1601982623

ISBN 13

9781601982629

Book's by Priya Raghubir

The Sense and Nonsense of Consumer Product Testing

The Sense and Nonsense of Consumer Product Testing

Pride and Purpose

Pride and Purpose

The Sense and Nonsense of Consumer Product Testing

The Sense and Nonsense of Consumer Product Testing

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