Fierce Excerpts: HBR is always on my reading list.

by | Jan 6, 2015 | Fierce Excerpts

Reading a great article this morning in HBR about understanding your influence mix:

Customers’ purchase decisions are typically affected by a combination of three things: Their prior preferences, beliefs, and experiences (which we refer to as P), information from marketers (M), and input from other people and from information services (O). This is the influence mix. Think of it as a zero-sum game: The greater the reliance on one source, the lower the need for the others. If the impact of O on a purchase decision about a food processor goes up, the influence of M or P, or both, goes down.

Read the rest here: http://hbr.org/2014/01/what-marketers-misunderstand-about-online-reviews