000			02152cam a22003614a 4500
008			020722s2003 maua b 001 0 eng
010			_a 2002011666
020			_a1578518261 (alk. paper)
040			_aDLC _cDLC _dDLC _dICrlF
042			_apcc
050	0	0	_aHF5415.32 _b.Z35 2003
082	0	0	_a658.8/342 _222
100	1		_aZaltman, Gerald.
245	1	0	_aHow customers think : _bessential insights into the mind of the market / _cGerald Zaltman.
260			_aBoston : _bHarvard Business School Press, _cc2003.
300			_axxii, 323 p. : _bill ; _c25 cm.
504			_aIncludes bibliographical references (p. 291-310) and index.
505	0		_aPart 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.
520			_aPresents 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.
521	2		_aAdult _bFollett Library Resources.
650		0	_aConsumer behavior _xPsychological aspects.
650		0	_aConsumers _xPsychology.
650		0	_aMarketing _xPsychological aspects.
650		0	_aCreative thinking.
650		7	_aConsumers _xPsychological aspects. _2sears.
650		7	_aConsumers _xPsychology. _2sears.
650		7	_aMarketing _xPsychological aspects. _2sears.
650		7	_aCreative thinking. _2sears.
005			20170126093047.0
001			18095
003			UOWD
942			_cREGULAR
999			_c611 _d611