Mark Penn, the author of Microtrends , has written an article in WSJ describing information shoppers . These shoppers are the consumers who go online to find all the related information ahead of time before making a purchase. The traditional sales people and the TV commercials don't interest them and do not fulfill their information appetite. I enjoyed reading Microtrends and this article does a great job highlighting a psycho-demographics that marketers will have trouble going after using traditional approaches. The marketers should pay close attention to this trend. The emotional appeal of a brand could help attract consumers to the products but may not necessarily translate into sale unless info shoppers are satisfied with the necessary information for a given situation to make that decision. Situational Marketing: The marketing campaigns, active or passive, miss the real situational context. The consumers are making a decision under specific circumstances that I would describe...