How customers think :
Zaltman, Gerald.
How customers think : essential insights into the mind of the market / Gerald Zaltman. - Boston, Mass. : Harvard Business School Press, c2003. - xxii, 323 p. : ill. ; 25 cm.
Includes bibliographical references (p. 291-310) and index.
Part I : Preparing for an expedition -- A voyage from the familiar -- A voyage to new frontiers -- Part II : Understanding the mind of the market -- Illuminating the mind : consumers' cognitive unconscious -- Interviewing the mind/brain : Metaphor elicitation : appendix -- Interviewing the mind/brain : Response latency and neuroimaging -- Come to think of it -- Reading the mind of the market : using consensus maps -- Memory's fragile power -- Memory, metaphor, and stories -- Stories and brands -- Part III : Thinking differently and deeply -- Crowbars for creative thinking -- Quality questions beget quality answers -- Launching a new mind-set.
Illustrates how leading companies are "mining the unconscious" with remarkable results, and introduces innovative tools and techniques that help marketers.
9781578518265 (alk. paper) 1578518261 (alk. paper)
2002011666
Consumer behavior--Psychological aspects
Consumers--Psychology.
Creative thinking.
Marketing--Psychological aspects.
HF5415.32 / .Z35 2003
658.8'342
How customers think : essential insights into the mind of the market / Gerald Zaltman. - Boston, Mass. : Harvard Business School Press, c2003. - xxii, 323 p. : ill. ; 25 cm.
Includes bibliographical references (p. 291-310) and index.
Part I : Preparing for an expedition -- A voyage from the familiar -- A voyage to new frontiers -- Part II : Understanding the mind of the market -- Illuminating the mind : consumers' cognitive unconscious -- Interviewing the mind/brain : Metaphor elicitation : appendix -- Interviewing the mind/brain : Response latency and neuroimaging -- Come to think of it -- Reading the mind of the market : using consensus maps -- Memory's fragile power -- Memory, metaphor, and stories -- Stories and brands -- Part III : Thinking differently and deeply -- Crowbars for creative thinking -- Quality questions beget quality answers -- Launching a new mind-set.
Illustrates how leading companies are "mining the unconscious" with remarkable results, and introduces innovative tools and techniques that help marketers.
9781578518265 (alk. paper) 1578518261 (alk. paper)
2002011666
Consumer behavior--Psychological aspects
Consumers--Psychology.
Creative thinking.
Marketing--Psychological aspects.
HF5415.32 / .Z35 2003
658.8'342