We Are What We Buy

By: Dr. Michael Solomon
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  • Summary

  • Businesses succeed when they satisfy their customers’ needs. But how can you do that unless you understand what those needs are? The reasons we buy aren’t as obvious as they seem. That’s because we don’t buy product features, we buy the benefits they provide. Two brands that seem very similar may mean something very different to consumers, and sometimes even they can’t tell you why they prefer one over another. We Are What We Buy helps YOU to understand what drives your customers. On every show, we dive into a topic that helps you to decipher the reasons your customers buy or don’t buy. Michael applies over 30 years of doing research on consumer behavior to talk about what drives us. He’s helped by industry experts who share their experiences from the trenches. We Are What We Buy gives you clear and actionable insights you can apply to your business the next day to help you understand what drives your customers.
    Dr. Michael Solomon
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Economics Marketing Politics & Government Science Social Sciences
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Episodes
  • Influence is Not a Four-Letter Word

    Influence is Not a Four-Letter Word
    Dec 12 2019
    Marketing is all about an exchange of value. But how can you create and share value if your customers don’t know or believe you have it? That’s why influence is so vital to successful marketing. Just as there are many ways to skin a cat, there are many ways to say the same thing. Some make an impact, and others don’t. My guests will share their approaches to the art and science of influence to show you how to let your customers sit up and take notice of the value you have to offer.
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    53 mins
  • The New Luxury Consumer

    The New Luxury Consumer
    Dec 5 2019
    The traditional luxury consumer values heritage, scarcity, craftsmanship and status. But times are changing. What does luxury mean today, and how should marketers think about it? Our three experts discuss what customers think about luxury in a world where many material objects have lost their appeal.
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    53 mins
  • Green Marketing: Doing Well by Doing Good

    Green Marketing: Doing Well by Doing Good
    Nov 28 2019
    It seems that almost everyday we hear new alarms about the environment. How can marketers prosper but still minimize the negative impacts of waste and pollution? Our three guests bring years of experience at doing just that. They will share their insights about marketing innovations that encourage consumers to shop for and use sustainable products and services. Their experiences demonstrate that it is indeed quite possible to do well by doing good.
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    53 mins

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