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Brand Choice: Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes

Brand Choice: Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes

Paperback

Marketing

ISBN10: 1349523577
ISBN13: 9781349523573
Publisher: Palgrave
Published: Nov 23 2004
Pages: 258
Weight: 0.77
Height: 0.61 Width: 5.50 Depth: 8.50
Language: English
Customers use mental short cuts and they get into ruts when making product and brand choices. Brand Choice provides the tools that reveal customers' automatic thoughts and how such thoughts accurately forecast brand choice. Strategic thinking by customers includes their focusing attention and introspectively telling about how, when, where, and why they buy and use brands and products. For learning customers' strategic thinking, this book advocates in situ use of the long interview method.

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