How customers think : essential insights into the mind of the market /
By: Zaltman, Gerald
Material type:
BookPublisher: Boston : Harvard Business School Press, c2003.Description: xxii, 323 p. : ill ; 25 cm.ISBN: 1578518261 (alk. paper)Subject(s): Consumer behavior -- Psychological aspects | Consumers -- Psychology | Marketing -- Psychological aspects | Creative thinking | Consumers -- Psychological aspects | Consumers -- Psychology | Marketing -- Psychological aspects | Creative thinkingDDC classification: 658.8/342 | Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.8342 ZA HO (Browse shelf) | Available | T0022150 | ||
| REGULAR | University of Wollongong in Dubai Main Collection | 658.8342 ZA HO (Browse shelf) | Available | T0019989 |
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| 658.8342 WE US User innovators in the silver market : an empirical study among camping tourists | 658.8342 WI CU Customer behaviour : consumer behaviour & beyond / | 658.8342 WI CU Customer behaviour : consumer behaviour & beyond / | 658.8342 ZA HO How customers think : essential insights into the mind of the market / | 658.8342 ZA HO How customers think : essential insights into the mind of the market / | 658.8342083 UN DE Understanding children as consumers / | 658.83420941 WA CO Consumed : how shopping fed the class system / |
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.
Presents an examination of consumer buying that suggests market research is generally wrong, positing that a complex system of unconscious desires motivate people to buy, and using neurology, sociology, literary analysis, and cognitive science to formulate a theory to measure consumer reactions to marketing stimuli.
Adult Follett Library Resources.