Two Broad Dimensions of cB The Why of consumer behavior >Last session The "How of consumer behavior This session Coherent ways > Introspective method Retrospective method Prospective method Prescriptive method O Copy rights reserved, Zou Deqiang2 2 © Copy rights reserved, Zou Deqiang Two Broad Dimensions of CB • The “Why” of consumer behavior ¾Last session • The “How” of consumer behavior ¾This session • Coherent ways ¾Introspective method ¾Retrospective method ¾Prospective method ¾Prescriptive method