Problem:
I have always been interested in variables that have an inverse (-) relationship to one another. As A goes up, B goes down or as A goes down, B goes up.
All too often we assume that things are always directly (+) related to one another. As A goes up, B goes up. As A goes down, B goes down.
Life is a little more complicated than that. Regardless of the reasons, how important do you think it is to look at consumer behavior from a systems perspective?