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When There’s No Salesperson: The Value of a Consumption Vocabulary

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Stephen J. Hoch, Advisor, Proteus, Professor at John J. Pomerantz, and Director of Jay Baker Retailing Initiative, Wharton School, University of Pennsylvania


This article focuses on how firms can better explain the difference between their offering and everything else, especially in a big-box retail situation, where the consumer more or less depends on what he or she already knows about the product category. L




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