Absolute Value | Keen On...

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How do we decide what to buy? According to Itamar Simonson and Emanuel Rosen, the authors of Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information, we used to make buying choices based on brand. It was guesswork, they say. And often we were duped by sexy advertising campaigns that presented bad products in a good way. Andrew Keen talks to Itamar Simonson and Emanuel Rosen about their new book "Absolute Value".

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