... understanding the complexities of viewer behaviors. © MCB UP Limited 1994 Advertising Consumer behaviour Focus groups Gender Leisure Lifestyles Perceptions Psychographics Technological change I don′t think people actually sit down and watch TV anymore. They just have...

.... Not necessarily having a single problem with a multitude of options but a host of problems and choices, each with its own set of alternatives, all dynamic in real time. It is this environment and this rapid technological change which may well overwhelm a consumer′s senses and create a situation where the consumer...

...Martin G. Letscher Discusses how it is possible to anticipate social and technological changes and use them to create a competitive advantage. Examines the importance of distinguishing between short‐lived fads and long‐term trends, sources of satisfaction, capability of being modified, and the lead...