Brand Choice: Revealing Customers' Unconscious-Automatic and Strategic Thinking Process
Randolph J. Trappey, Arch Woodside
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.
Categories:
Year:
2005
Publisher:
Palgrave Macmillan
Language:
english
Pages:
336
ISBN 10:
0230514200
ISBN 13:
9781403946416
File:
PDF, 1.14 MB
IPFS:
,
english, 2005
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