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Author(s): Pablo Gonzalez Vicente, Pablo Sanchez Khon, Gaston Suarez Crothers, Maite Descouvieres Vargas
Collection: Latin America Conference 2005
Keywords: Statistic Analysis

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This paper addresses the question of whether it is possible to know what consumers really think and proposes a methodology to understand the unconscious reasons that operate in the election of products and brands in the financial industry. The results obtained are actionable since they permit linking generally unconscious psychological benefits with palpable functional attributes and measurable brand image attributes. Due to the latter, it is possible to define solid communication and positioning strategies, rooted in the deep motivations of the consumer.


Date of publication: 23.10.2005
ISBN: 92 8311 3853
Order Code: S304-10
Number of pages: 11

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