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

Trappey, Randolph J.; Woodside, A.

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2004-11-23

Format: Paperback

ISBN-10: 9781349523573

ISBN-13: 9781349523573

DOI: 10.1057/9780230514201

Dimensions: 216cm x140cm

Pages: 258