Business research is a little bit like “the tail wagging the dog.” Because it’s easy to measure the rational, conscious side of an experience through customer satisfaction surveys and the like, it must therefore be true that people do indeed make decisions rationally. Yet, no matter how hard researchers try, eventually even they must admit that rationality alone fails to predict adequately how people actually behave.
KeywordsImplicit Association Test Customer Experience Emotional Signature Repertory Grid Information Board
Unable to display preview. Download preview PDF.