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Volume 20, Issue 4
1 April 1992
Planning Review Cover Image for Volume 20, Issue 4
Review Article| April 01 1992

Consumer schizophrenia: Extremism in the marketplace Available to Purchase

Brian E. Kardon
Brian E. Kardon
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Author & Article Information
Online ISSN: 2377-7613
Print ISSN: 0094-064X
© MCB UP Limited
1992
Planning Review (1992) 20 (4): 18–22.
https://doi.org/10.1108/eb054363

There's an important new pattern in buyer choice processes: consumer schizophrenia. Consumers are making decisions on what to put in their shopping carts based on mutually contradictory or antagonistic motives.

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© MCB UP Limited
1992
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