What if what we understood about marketing wasn’t true? This is how the article from Fast Company, The Myth of the Rational Buyer: How too much thinking can hurt your brand, begins.

The author Mark Dziersk suggests that companies spend 95% of their time fussing over the 5% that the consumer thinks about when it comes to purchasing behaviour.

And as he points out, the average hypermarket in the US, carries more than 167 000 sku’s (units), compared to 40 000 in that late 1950’s. That’s a lot of product to choose from. And we’re missing what goes into consumer behaviour, then we’d better start doing things differently.

Read the full article here.

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