How customers think : essential insights into the mind of the market / Gerald Zaltman.
By: Zaltman, Gerald.
Boston, Mass. : Harvard Business School Press, c2003Description: xxii, 323 p. : ill. ; 25 cm.ISBN: 9781578518265 (alk. paper).Subject(s): Consumer behavior -- Psychological aspects | Consumers -- Psychology | Creative thinking | Marketing -- Psychological aspectsGenre/Form: Print books.DDC classification: 658.8/342| Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|
| On Shelf | HF5415.32 .Z35 2003 (Browse shelf) | Available | AU0000000001342 |
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.