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Marketing and Communications
Gartner Glossary
Consumer Sentiment
Consumer sentiment is an aggregate expression of attitudes, feelings, values, motivations and behaviors of people within a particular market. Sentiment can be analyzed to learn why consumers feel a particular way and to predict future spending behavior, identify potential customers and create plans to build loyalty and boost engagement. Consumer sentiment helps marketers understand the cultural context into which marketing efforts flow to help engage with consumers in a way that is relevant and appropriate.
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