Manufacturers have traditionally relied on sales figures to understand where they stand with consumers, but by the time those numbers arrive, consumers’ buying decisions have already been made. A study co-authored by UC Riverside business professor Hai Che offers a way to capture what consumers are thinking while they are still weighing options, comparing products and deciding whether to buy at all.Manufacturers have traditionally relied on sales figures to understand where they stand with consumers, but by the time those numbers arrive, consumers’ buying decisions have already been made. A study co-authored by UC Riverside business professor Hai Che offers a way to capture what consumers are thinking while they are still weighing options, comparing products and deciding whether to buy at all.Consumer & Gadgets[#item_full_content]