Consumer motivation is often quite idiosyncratic in its structure, not just in its position within a response space common to all customers. The sensitivity to sensory and conceptual influences of an individual′s brand choices can be used to measure the strengths and interactions of those influences on that person′s choice in the type of situation tested. Aggregation of the resulting personal response spaces provides greater operationalisation and definition of marketing opportunities than other modelling methods. Examples are given for drinks sweetened with sugar or low‐calorie sweetener.
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