MANAGEMENT SLANT
- Practitioners should not depend on the myth that consumers exclusively consider products’ emotional values (e.g., design, colors, brands’ sign values) or functional benefits (e.g., durability). Consumers may find products’ emotional and functional benefits almost equally important and evaluate them simultaneously.
- Companies that traditionally sold products mostly offline (e.g., electronics, furniture, cars) now must pay close attention to online retailing, because many products now are purchased electronically.
- Consumers likely will use the Internet to search for product information when shopping for high-involvement products; they are more apt to use traditional broadcast media...