The character Joe Friday of the long runningTV series Dragnet was know for saying “Just the facts.” Consumer Behavior: A Primer is “just the gold nuggets.” It isn’t everything. It isn’t all inclusive. It’s just the gold nuggets, the interesting, memorable, insightful, fun stuff. More
Take a jar, like a two-gallon pickle jar. First fill it to the top with gold nuggets. Then pour in as much gold dust as you can, filling up all the spaces between the gold nuggets. Now dump everything out of the jar and separate the gold nuggets and the gold dust into two separate piles. OK. Now, this time pour in all the gold dust first. Then put in all the gold nuggets. What happens is that the jar can no longer hold all the gold nuggets. It’s best to put in the gold nuggets first. They are the most important. Then fill in the gaps with gold dust (i.e. the finer points and details).
This is the idea behind this book, Consumer Behavior – A Primer. It isn’t everything. It isn’t all-inclusive. It is just the gold nuggets. Once you have collected the gold nuggets, it is much easier to fill the gaps with gold dust. The jar holds so much more when you do it this way.
ILLUSTRATIONS AND EXAMPLES
Each chapter in this book is accompanied by illustrations that you will find on myYoutube channel. The book and illustrations are designed to complement, supplement and repeat each other. It doesn’t matter whether you start with the book or whether you start with the illustrations. Just pick a chapter or an illustration and start. Pick and choose whatever interests you. You might not be interested in everything. That’s OK. Just explore what you like. You might find that your interest exceeds what is presented. That’s OK too. You can fill in the “gold dust.”.... Let your interest be your guide.