Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
How collages reveal your deepest thoughts: A guide to consumers' minds

How collages reveal your deepest thoughts: A guide to consumers' minds

Pachler, Philipp

Paperback

Marketing

ISBN10: 3954890062
ISBN13: 9783954890064
Publisher: Anchor Academic Publishing
Published: Jan 14 2015
Pages: 206
Weight: 0.61
Height: 0.47 Width: 5.83 Depth: 8.27
Language: English
A deeper understanding of how consumers think, feel and act is vital to the success of management and provides valuable information for managerial decision making in many areas of business. One key to this understanding is brand knowledge, which is the representation of a brand in consumers' minds. Unfortunately, a substantial amount of relevant knowledge within people's minds is unconscious and cannot be retrieved, accessed and recalled by consumers. As a consequence, certain methods of retrieval are required, such as projective techniques. The method this book works with is the collage technique, an expressive projective method. The aim of this book is to create a multi-layered approach that facilitates the interpretation of collages without the need of any additional information given by the participants, based on metaphor analysis, color theory, a communication model and structural analysis.

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