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 Why a new approach to consumer beahvior?

 There is no single concept that raises a flag about a new product or marketing plan.

First of all, this is hardly a new approach to consumer behavior in general. But it's in that area, in particular at the intersection of consumer behavior and marketing strategy. The concept of behavioral premise allows a company to clearly see on what assumption they are basing a marketing plan.

You might think that this is so straightforward that it goes without saying. But for every failure of a new product or marketing plan, just ask yourself if that product or plan would have gone forward if the behavioral premise were stated in a meeting.

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