How Customers Think Essential Insights into the Mind of the Market

Name: How Customers Think Essential Insights into the Mind of the Market
Availability: InStock
ISBN: 9781578518265

ISBN-10: 1578518261

ISBN-13: 9781578518265

Edition: 2003

Authors: Gerald Zaltman

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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 & response latency.

Book details

List price: $35.00
Copyright year: 2003
Publisher: Harvard Business Review Press
Publication date: 2/1/2003
Binding: Hardcover
Pages: 352
Size: 6.40" wide x 9.60" long x 1.24" tall
Weight: 0.682
Language: English



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