Focus less on the attributes of your products and services, and more on the way they make your customers feel.

So says Michael Solomon, author of Consumer Behaviour: Buying, Having and Being. He explains, with examples, how it’s important to put yourself in the shoes of your customers to gain a thorough understanding of what they really want from you. He also sheds light on how traditional consumer behaviour is shifting from owning to borrowing, and the blurring of online and real-world consumption.

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