Wall Street Journal Microtrends Column
By MARK PENN with E. KINNEY ZALESNE
From The Wall Street Journal Microtrends Column
Published January 8, 2009

With so much attention on psychological marketing these days — finding new ways to tap into people’s heads — perhaps the single most neglected trend out there is the move towards more hard-nosed information-based shopping and purchasing.

While elites were busy shoveling money into Madoff’s black box these past few years, strapped consumers have been poring over product spec sheets, third-party reviews and expert blog sites. This past holiday season they watched every dollar. A special kind of consumer has taken a major role in the marketplace — the new info shopper. These people just can’t buy anything unless they first look it up online and get the lowdown.

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