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How customers think : essential insights into the mind of the market / Gerald Zaltman.

By: Material type: TextTextPublication details: Boston : Harvard Business School Press, c2003.Description: xxii, 323 p. : ill ; 25 cmISBN:
  • 1578518261 (alk. paper)
Subject(s): DDC classification:
  • 658.8/342 22
LOC classification:
  • HF5415.32 .Z35 2003
Contents:
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.
Summary: 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.
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Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.8342 ZA HO (Browse shelf(Opens below)) Available T0022150
REGULAR University of Wollongong in Dubai Main Collection 658.8342 ZA HO (Browse shelf(Opens below)) Available T0019989

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.

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