Skip to content

How Customers Think Essential Insights into the Mind of the Market

Spend $50 to get a free DVD!

ISBN-10: 1578518261

ISBN-13: 9781578518265

Edition: 2003

Authors: Gerald Zaltman

List price: $35.00
Blue ribbon 30 day, 100% satisfaction guarantee!
what's this?
Rush Rewards U
Members Receive:
Carrot Coin icon
XP icon
You have reached 400 XP and carrot coins. That is the daily max!


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.
Customers also bought

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: 1.804
Language: English

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
About the Author