Itamar Simonson & Emanuel Rosen: Absolute Value

Itamar Simonson built his academic career on research that showed how customers could be influenced to make irrational purchasing decisions. But he and co-author Emanuel Rosen say the Internet has created a profound shift in customer behavior that is making traditional marketing techniques such as branding and advertising increasingly less effective, in their new book Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information. With instant access to a wide range of reviews from social media to niche blogs, today's customers are instead basing their purchasing decisions on crowd-sourced opinions about the real quality or "absolute value" of products. Simonson is professor of marketing at Stanford Graduate School of Business. Rosen is the author of a previous book The Anatomy of Buzz. Read an excerpt from Absolute Value: http://www.absolutevaluebook.com/#!excerpt/cye6 Learn more about professor Simonson: http://www.gsb.stanford.edu/users/itamars

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