Cover; Contents; List of Tables; List of Figures; 1 Customer Thinking and Brand Choice; 2 Automatic-Unconscious Process Models of Primary Choice; 3 Customer Portfolio Analysis among Competing Retail Store Brands; 4 Automatic Thinking and Store Choices by Near and Distant Customers; 5 Modelling Bank Loyalty; 6 Learning How Linkage Advertising and Prior Experience Affect Customer Behaviour; 7 The Role of Human Cognitive Ability (g) in Consumers' Automatic and Strategic Processing of Brands; 8 Conclusions and Implications for Future Research and Marketing Strategy; Index
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
