People, Not Consumers

A speech by Dr. Bob Deutsch at the Account Planners Group Conference in Miami, Florida, May 2005.

“Consumers is too small of a conceptual box from which to understand people. For example, the idea of consumers assumes linear causality, logic, attribute assessment and expected utility calculations. People don’t “attach” to products that way. People are emotion-based, non-linear, symbolic assessors and narrative makers.”