Rule Developing Experimentation: A Systematic Approach to Understand & Engineer the Consumer Mind

Editor(s): Alex Gofman (Deceased) and Howard R. Moskowitz

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Consumers have been increasingly involved in the innovation process in the last few decades, a major driving force of business success. This involvement is critically important for innovation, ...
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Foreword  Open Access Plus

Pp. i-iii (3)

Yoram (Jerry) Wind



Preface  Open Access Plus

Pp. iv-ix (6)

Alex Gofman and Howard R. Moskowitz



List of Contributors  Open Access Plus

Pp. x-xi (2)

Alex Gofman and Howard R. Moskowitz



Origins of RDE and the Role of Experimentation in Consumer- Driven Innovation  Open Access Plus

Pp. 3-33 (31)

Alex Gofman



Isomorphic Permuted Experimental Designs in Conjoint Analysis  Open Access Plus

Pp. 34-47 (14)

Alex Gofman and Howard R. Moskowitz



Detecting Explicit and Implicit Interactions within Rule Developing Experimentation  Open Access Plus

Pp. 48-71 (24)

Alex Gofman and Howard R. Moskowitz



Putting RDE on the R&D Map: A Survey of Approaches to Consumer-Driven New Product Development  Open Access Plus

Pp. 72-89 (18)

Alex Gofman



RDE in Concept Research: An Empirical Demonstration  Open Access Plus

Pp. 90-105 (16)

Alex Gofman and Tõnis Mets



Consumer Metric Scales  Open Access Plus

Pp. 106-128 (23)

Kannapon Lopetcharat and Dulce Paredes



Foundation of Sensory Optimization in the Food Industry  Open Access Plus

Pp. 129-144 (16)

Howard R. Moskowitz



Introduction to Sensory Optimization  Open Access Plus

Pp. 145-157 (13)

Howard R. Moskowitz



Sensory Optimization in Research and Development  Open Access Plus

Pp. 158-183 (26)

Maximo Gacula Jr.



Measuring Interest and Price for Sensory Experience: Application to Hotels  Open Access Plus

Pp. 184-200 (17)

Johanna Fyrbjörk, Rieko Shofu, Linda Ettinger Lieberman and Howard R. Moskowitz



Messaging Across National Markets—Effectiveness and Segmentation  Open Access Plus

Pp. 201-220 (20)

Gillie Gabay, Samuel Rabino and Howard R. Moskowitz



Extending RDE to Evaluating Potential Social Anxiety Factors  Open Access Plus

Pp. 221-241 (21)

Howard R. Moskowitz, Alex Gofman, Gillie Gabay, Hollis Ashman and Ipshita Ray



Consumer-Driven Advertising Research  Open Access Plus

Pp. 242-262 (21)

Jeffrey Ewald



The ROI of Woo: Starting, Sustaining and Improving the Relationships Business and Brands Have with Consumers  Open Access Plus

Pp. 263-278 (16)

Mike Gadd and Jennifer Gadd



Helping Packages Get Noticed on the Shelf Using RDE  Open Access Plus

Pp. 279-298 (20)

Alex Gofman, Howard R. Moskowitz and Tõnis Mets



Introduction to Consumer-Driven Optimization of Landing Pages  Open Access Plus

Pp. 299-309 (11)

Alex Gofman



Consumer-Driven Website Optimization  Open Access Plus

Pp. 310-326 (17)

Alex Gofman, Howard R. Moskowitz and Tõnis Mets



Consumer-Driven Website Customization: The Need to Manage Costs and Benefits  Open Access Plus

Pp. 327-351 (25)

Eelko K.R.E. Huizingh and Marije L. Teerling



Introduction to Mind Genomics®  Open Access Plus

Pp. 352-354 (3)

Alex Gofman



Mind Genomics®: A Systematic Consumer Research  Open Access Plus

Pp. 355-384 (30)

Howard R. Moskowitz, Alex Gofman, Jacqueline Beckley and Hollis Ashman



Consumer-Driven Innovation Management  Open Access Plus

Pp. 385-404 (20)

Arcot Desai Narasimhalu and Shekhar Mitra



Neuromarketing 2.0: How Rule Development Experimentation is Innovating Neuromarketing Research  Open Access Plus

Pp. 405-433 (29)

Sokol Zace and Howard R. Moskowitz



Balancing People’s Future Demand and Design Genius  Open Access Plus

Pp. 434-447 (14)

Marco Bevolo



End Note  Open Access Plus

Pp. 448-450 (3)

Alex Gofman and Howard R. Moskowitz