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Clarifying Perceptions

Examine figure 8-1. Understanding the concepts behind this picture is a critical link in unlocking the mysteries of value perception. This model of value perception is modified from an original concept introduced in the late 1970s at the height of the Total Quality Management movement. That concept was called the Kano Model of Product Quality (Kano, 1984).

Figure 8-1. Unknown, conscious, and unconscious expectations.



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