Fairly early in my career, I was fortunate to happen upon customer value theories and research conducted by Professors Sheth, Newman, and Gross. In their book, Consumption Values and Market Choices – Theory and Application, these authors reviewed more than 200 studies on customer value. The book is a rich resource on what drives customer choice, ways to inquire about customer value and data analytic approaches to consumer preferences. I will highlight the core tenets of the theory expressed and tested by these researchers and outline five types of consumer value.

Read more at https://www.josephmichelli.com/blog/levels-of-value/.

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