Brand choice : revealing customers' unconscious-automatic and strategic thinking processes /

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Bibliographic Details
Author / Creator:	Trappey, Randolph J.
Imprint:	Basingstoke, Hampshire ; New York : Palgrave Macmillan, 2005.
Description:	ix, 258 p. : ill. ; 23 cm.
Language:	English
Subject:	Brand choice. Consumers' preferences. Cognition. General factor (Psychology) Motivation research (Marketing) Brand choice. Cognition. Consumers' preferences. General factor (Psychology) Motivation research (Marketing)
Format:	Print Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/5721406

Hidden Bibliographic Details
Other authors / contributors:	Woodside, Arch G.
ISBN:	1403946418 (cloth)
Notes:	Includes bibliographical references and index.

Description
Summary:	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.
Physical Description:	ix, 258 p. : ill. ; 23 cm.
Bibliography:	Includes bibliographical references and index.
ISBN:	1403946418