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How Customers Think Essential Insights into the Mind of the Market

ISBN-10: 1578518261
ISBN-13: 9781578518265
Edition: 2003
Authors: Gerald Zaltman
List price: $35.00 Buy it from $1.10
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Description: This is a practical synthesis of the cognitive sciences. Drawing on psychology, neuroscience, sociology & linguistics, Zaltman offers a methodology for understanding how customers think. He demonstrates research tools, such as metaphor elicitation &  More...

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Book details

List price: $35.00
Copyright year: 2003
Publisher: Harvard Business Review Press
Publication date: 2/1/2003
Binding: Hardcover
Pages: 352
Size: 6.50" wide x 10.00" long x 1.75" tall
Weight: 1.848
Language: English

This is a practical synthesis of the cognitive sciences. Drawing on psychology, neuroscience, sociology & linguistics, Zaltman offers a methodology for understanding how customers think. He demonstrates research tools, such as metaphor elicitation & response latency.

Preface
Preparing for an Expedition
A Voyage from the Familiar
A Voyage to New Frontiers
Understanding the Mind of the Market
Illuminating the Mind: Consumers' Cognitive Unconscious
Interviewing the Mind/Brain: Metaphor Elicitation
The Metaphor-Elicitation Process
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
Thinking Differently and Deeply
Crowbars for Creative Thinking
Quality Questions Beget Quality Answers
Launching a New Mind-Set
Notes
Index
Acknowledgments
About the Author

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