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Itamar Simonson and Emanuel Rosen
ABSOLUTE VALUE
Win customers in a world where product truth—not brand perception—drives every decision.
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What's You Learn?
Perfect information killed traditional marketing—here's what works now – Absolute Value by Simonson and Rosen rewrites influence rules. This comprehensive consumer behavior summary and new frameworks reveal: • Influence Mix Model - Balance reviews, experts, and brand messages for modern consumers • Relative vs Absolute Evaluation - Why comparison shopping changes everything • Death of Brand Loyalty - When switching costs disappear, relationships matter more • Rational Consumer Return - Technology makes buyers smarter, not more emotional The hidden gem: Their research proves 80% of purchase decisions now happen before customers contact you. Begin Click.Apply.Grow™ adaptation: Audit where customers really get information. Optimize for comparison sites. Build authentic advocacy. Brands embracing absolute value principles see 60% higher conversion rates through transparency. Stop manipulating. Start informing.
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About the Author
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5
Strategies—Don't Just Read;
Apply
Aim at the Smallest Viable Audience
Create a Compelling Story
Offer Generosity First
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5
Strategies—Don't Just Read;
Apply
Aim at the Smallest Viable Audience
Create a Compelling Story
Offer Generosity First
No items found.
5
Strategies—Don't Just Read;
Apply
Aim at the Smallest Viable Audience
Create a Compelling Story
Offer Generosity First
No items found.
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