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Fairly early in my career, I was fortunate to happen upon customer value theories and research conducted by Professors Sheth, Newman, and Gross. In their book, Consumption Values and Market Choices \u2013 Theory and Application, these authors reviewed more than 200 studies on customer value. The book is a rich resource on what drives customer choice, ways to inquire about customer value and data analytic approaches to consumer preferences. I will highlight the core tenets of the theory expressed and tested by these researchers and outline five types of consumer value.\nRead more at\xa0https://www.josephmichelli.com/blog/levels-of-value/.