Consumers are skeptical and sophisticated. They don't want assertion; they want proof. And that is what performance predictors deliver.
Have consumers really become that skeptical and sophisticated? Here's proof: http://www.trendwatching.com/trends/expectationeconomy.htm and more proof: http://www.choice.com.au/pressReleaseHomePage.aspx?id=106143&p=1&catId=100582 and here's some more for good measure: http://www.hergestridge.com/skeptical-consumers-122.
(P.S. Still skeptical about consumers being skeptical? Here's one more for you: http://findarticles.com/p/articles/mi_m0BDW/is_47_39/ai_53457352)
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