eBook - PDF
Brand Choice
Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes
- English
- PDF
- Available on iOS & Android
eBook - PDF
Brand Choice
Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes
About this book
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.
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Yes, you can access Brand Choice by Randolph J. Trappey,A. Woodside in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.
Information
Table of contents
- Cover
- Contents
- List of Tables
- List of Figures
- 1 Customer Thinking and Brand Choice
- 2 Automatic-Unconscious Process Models of Primary Choice
- 3 Customer Portfolio Analysis among Competing Retail Store Brands
- 4 Automatic Thinking and Store Choices by Near and Distant Customers
- 5 Modelling Bank Loyalty
- 6 Learning How Linkage Advertising and Prior Experience Affect Customer Behaviour
- 7 The Role of Human Cognitive Ability (g) in Consumers’ Automatic and Strategic Processing of Brands
- 8 Conclusions and Implications for Future Research and Marketing Strategy
- Index