Consumer schizophrenia: Extremism in the marketplace

Abstract

There's an important new pattern in buyer choice processes: consumer schizophrenia. Consumers are making decisions on what to put in their shopping carts based on mutually contradictory or antagonistic motives.

Citation

Kardon, B.E. (1992), "Consumer schizophrenia: Extremism in the marketplace", Planning Review, Vol. 20 No. 4, pp. 18-22. https://doi.org/10.1108/eb054363