14 October 2004

Why Car Buyers Buy

Yet another comprehensive study of auto buyers ignores the enormous impact of consumer emotions

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
The auto industry continues to ignore the enormous impact of consumer emotions. This despite the fact that research reveals that auto buyers are motivated not just by confidence in vehicle performance but also by real passion for the brand.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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See also
Can the Toyota Way Be Transplanted?
What Price Car Customer Loyalty?
Managing the Value of Your Brand
In Search of the "Hero" Product
China's Car Craze Is Cooling
Why Satisfaction Isn't Satisfying
Getting Emotional About Brands
The Engagement Imperative
The Constant Customer

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