Overcome the “Me Too” Product Syndrome

Abstract

In addition to demographics and income, two traditional methods used to segment the consumer goods market, self‐esteem has been revealed to be an important influence on consumers' purchasing decisions.

Citation

Kane, C.L. (1989), "Overcome the “Me Too” Product Syndrome", Journal of Business Strategy, Vol. 10 No. 2, pp. 14-16. https://doi.org/10.1108/eb039289