Real-life decisions typically involve multiple options, each with multiple attributes affecting value. In such complex situations, sequential shifts of attention to specific options and attributes are ...

Smart marketers try to create or determine the unique selling proposition, or differential, of their product or service. This is the main attribute determining whether a target customer will prefer ...

Brand marketers say creativity and responsiveness are the attributes they value most in agencies, according to recent research from Ascend2. The report was based on data from a survey of 257 marketing ...