Brand Choice: Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes

by Randolph J Trappey Dr, R Trappey, Arch G. Woodside, et al.

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...

• Format: Paperback
• Language: English
• ISBN: 1349523577
• ISBN13: 9781349523573
• Release Date: November 2004
• Publisher: Palgrave MacMillan
• Length: 258 Pages
• Weight: 0.77 lbs.
• Dimensions: 0.6" x 5.5" x 8.5"