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Consumer schizophrenia: Extremism in the marketplace

Planning Review

ISSN: 0094-064X

Article publication date: 1 April 1992

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

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited