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| Foreword | p. vii |
| Overture: The moment of truth | p. 1 |
| Understanding the Unconscious Mind | p. 9 |
| Why we buy what we do but can't explain it | |
| Reading Consumers | p. 33 |
| Insights into the unconscious mind | |
| The Consumer in Context | p. 53 |
| Environmental influences | |
| What Consumers Do | p. 69 |
| Studying behavior | |
| The Irrelevant Consumer | p. 91 |
| Questioning questions | |
| Relevant Answers | p. 127 |
| Questions worth asking | |
| Understanding the Crowd | p. 143 |
| Focusing on focus groups | |
| Consumer Futurology | p. 167 |
| Influencing innovation | |
| Gaining an Edge | p. 181 |
| Beyond market research | |
| Epilogue | p. 198 |
| Notes | p. 201 |
| Index | p. 211 |
| Acknowledgments | p. 215 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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