Brand Choice Revealing Customers’ Unconscious-Automatic and Strategic Thinking Processes
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 i...
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
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London :
Palgrave Macmillan UK : Imprint: Palgrave Macmillan
2005.
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| Colección: | Springer eBooks.
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| Acceso en línea: | Conectar con la versión electrónica |
| Ver en Universidad de Navarra: | https://innopac.unav.es/record=b36147801*spi |
| Sumario: | 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. |
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| Descripción Física: | IX, 258 p. |
| Formato: | Forma de acceso: World Wide Web. |
| ISBN: | 9780230514201 |
