Brand choice
revealing customers' unconscious-automatic and strategic thinking processes
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Author
Contributions
- Woodside, Arch G - Contributor
Publication
2005 - Palgrave Macmillan, Houndmills [England], England
Language
English
Word Count
64,500 words, Guess
Page Count
258 pages
Identifiers
- Open LibraryOL17172993M
- ISBN-101403946418
- OCLC Control Number56840586
- Library of Congress Control Number2004060618
- Goodreads761500
Classifications
- LCCHF5415.3 .T7 2005
Description
"Customers use mental short cuts when making product and brand choices. Learning about the automatic thoughts that your brand evokes in the minds of customers provides valuable information. Brand Choice provides tools for revealing customers' automatic thoughts and how such thoughts can be used to accurately forecast brand choice. This book advocates finding out what attributes-benefits are evoked by your brand and your brand's competing brands, rather than asking 'What does your brand evoke?'." "Strategic thinking by customers includes their focusing attention on how, when, where, and why they buy and use brands and products. This book advocates the long interview method and never using mail survey questionnaires to reveal customers' strategic thinking. The book gives nuance, details, and case examples on how to accurately reveal what customers really think and do."--Jacket.
Subjects
Topics
Other Editions
- Brand choice
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