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Research into the behaviour of customers and their decision making have been at the heart of marketing thinking. A lot of insights have been gained over the last decades which enable practitioners to increase new product development success, to improve communication efficiency etc.
However, changing times and a tendency to oversimplify complex issues provide grounds for revisiting common assumptions about customer behaviour and to start developing a "new view on customer behaviour". This overview presents three challenges to existing theory as well as it introduces the
papers of this issue.