How Customers Think

by Zaltman, Gerald

• ISBN13: 9781578518265
• ISBN10: 1578518261
• Format: Hardcover
• Copyright: 2003-02-01
• Publisher: Two Rivers Distribution

Summary

How to unlock the hidden 95% of the customer's mind that traditional marketing methods have never reached.Selling PointsPractical synthesis of the cognitive sciences: Drawing heavily on psychology, neuroscience, sociology, and linguistics, Zaltman combines academic rigor with real-world results to offer highly accessible insights, based on his years of research and consulting work with large clients like Coca-Cola and Procter & Gamble.An all-new tool kit: Zaltman provides research tools-metaphor elicitation, response latency, and implicit association techniques, to name a few-that will be all-new to marketers and demonstrates how innovators can use these tools to get clues from the subconscious when developing new products and finding new solutions, long before competitors do.

Author Biography

Gerald Zaltman is a Professor of Marketing at Harvard Business School and a Fellow at Harvard University's interdisciplinary Mind, Brain, Behavior Initiative.

Table of Contents

Preface	ix
Part I Preparing for an Expedition
A Voyage from the Familiar	3	(24)
A Voyage to New Frontiers	27	(20)
Part II Understanding the Mind of the Market
Illuminating the Mind	47	(26)
Consumers' Cognitive Unconscious
Interviewing the Mind/Brain	73	(38)
Metaphor Elicitation
Appendix: The Metaphor-Elicitation Process	101	(10)
Interviewing the Mind/Brain	111	(18)
Response Latency and Neuroimaging
Come to Think of It	129	(20)
Reading the Mind of the Market	149	(16)
Using Consensus Maps
Memory's Fragile Power	165	(24)
Memory, Metaphor, and Stories	189	(22)
Stories and Brands	211	(26)
Part III Thinking Differently and Deeply
Crowbars for Creative Thinking	237	(26)
Quality Questions Beget Quality Answers	263	(22)
Launching a New Mind-Set	285	(6)
Notes	291	(20)
Index	311	(8)
Acknowledgments	319	(4)
About the Author	323