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Brand Choice

Name: Brand Choice
Brand: Springer Palgrave Macmillan
SKU: 02966740
Price: 97.89 EUR
Availability: InStock
Author: Randolph J. Trappey
ISBN: 9781349523573

Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes

Randolph J. Trappey

A. Woodside

Language

English

Book Paperback

Libristo code: 02966740

Publishers Springer Palgrave Macmillan, November 2003

Customers use mental short cuts and they get into ruts when making product and brand choices. Brand... Full description

Libristo code: 02966740

240 b

97.89 € VAT included

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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.