Browse Archives by Author: Walter Herzog
Why Marketers Fail to Understand Their Customers: The False Consensus Effect
Walter Herzog, PhD, Johannes D. Hattula, PhD, and Darren W. Dahl, PhD
Marketing is all about understanding customer preferences and providing solutions that match these preferences. However, marketers’ perceptions of their target customers’ preferences can be biased through the so-called false consensus effect, whereby marketers project their personal preferences onto customers
How to Turn Your Employees into Brand Champions
Felicitas M. Morhart, PhD (Switzerland) and Walter Herzog, PhD (Germany)
In most service businesses customers' perceptions of a corporate brand depend highly on the behavior of frontline staff. Service firms face the challenge of having employees..