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Overview

The problem: Companies today use technology, such as the Internet, to pitch, sell, and sometimes even deliver their products and services. The lucky companies actually get users to click on their link and explore their service—another shot at a potential new customer.

Today’s consumers have also changed to adapt to a technological world. E-mail, mobile phones, instant messaging, and the Internet are all changing how consumers behave while purchasing and using products and services. With all of this input, consumers are forced to make “snap decisions” on what gets their time and attention—and they will say “no” to products faster then ever before.

The response: Paul Allen Smethers and Alastair France performed deep business intelligence analysis projects for major technology companies—projects that have yielded critical clues to why products succeed or fail. Deciphering this data required new models for understanding and predicting consumer behavior. And rather than locking this knowledge inside the corporate vaults, Smethers and France share it in Five Myths of Consumer Behavior.

Table of Contents for Five Myths of Consumer Behavior:

	Myth 1: Consumers behave the same in all markets		Myth 2: The more consumers see it, the more successful it will be
	Myth 3: If I’ll use it, my users will		Myth 4: Consumers will find a product’s value
	Myth 5: Consumers want more features		Why we fail
	How we can succeed

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