Is This the Stuff That Marketers are Made Of?

Abstract

Examines briefly the origins of an individual's preferences for “doing”, which it suggests fall into four categories: converger, diverger, assimilator and accommodator. Describes primary research in this field which reveals different learning styles. Discusses the implications of these findings for marketers.

Citation

Carter, S. (1985), "Is This the Stuff That Marketers are Made Of?", European Journal of Marketing, Vol. 19 No. 6, pp. 53-64. https://doi.org/10.1108/EUM0000000004728