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Insight on consumer sentiment helps explain best sellers and market flops, writes Amitav Chakravarti.

My co-author Manoj Thomas (Johnson School of Management, Cornell University) and I were inspired to write Why People (Don’t) Buy: The GO and STOP Signals because of the hit-or-miss patterns of consumer-insight interventions that companies (as well as public policy entities) have been generating. This blog post, […]