Brand Choice

Revealing Customers’ Unconscious-Automatic and Strategic Thinking Processes

  • Authors
  • Randolph J. TrappeyIII
  • Arch G. Woodside

Table of contents

  1. Front Matter
    Pages i-x
  2. Randolph J. Trappey III, Arch G. Woodside
    Pages 1-8
  3. Randolph J. Trappey III, Arch G. Woodside
    Pages 9-39
  4. Randolph J. Trappey III, Arch G. Woodside
    Pages 40-64
  5. Randolph J. Trappey III, Arch G. Woodside
    Pages 65-82
  6. Randolph J. Trappey III, Arch G. Woodside
    Pages 83-156
  7. Randolph J. Trappey III, Arch G. Woodside
    Pages 157-179
  8. Randolph J. Trappey III, Arch G. Woodside
    Pages 238-253
  9. Back Matter
    Pages 254-258

About this book

Introduction

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.

Keywords

Advertising brand marketing

Bibliographic information

  • DOI https://doi.org/10.1057/9780230514201
  • Copyright Information Palgrave Macmillan, a division of Macmillan Publishers Limited 2005
  • Publisher Name Palgrave Macmillan, London
  • eBook Packages Palgrave Business & Management Collection
  • Print ISBN 978-1-349-52357-3
  • Online ISBN 978-0-230-51420-1
  • About this book
Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Telecommunications
Consumer Packaged Goods