INDIRECT APPROACH TO MARKET REACTIONS.

The article reports on using an indirect approach in marketing research that focuses on human behavior. Study participants often give inaccurate answers when a survey has a direct-questioning design, which limits results instead of determining all the possible factors affecting a purchase decision. With more accurate information about what influences consumer behavior, effective advertising campaigns, product design, or sales promotions can be planned or evaluated. Abstract qualities--such as color and form--in the visual experience of a product influences people's purchasing decisions. Symbolism, or meaning and object use, also affect consumers' preferences. Topics include examples of research methods and the role of ego-involvement in selling and buying fashion.