| Description |
ix, 258 pages ; 23 cm |
| Contents |
1. Customer thinking and brand choice -- 2. Automatic-unconscious process models of primacy 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 |
| Summary |
"Customers use mental short cuts when making product and brand choices. Learning about the automatic thoughts that your brand evokes in the minds of customers provides valuable information. Brand Choice provides tools for revealing customers' automatic thoughts and how such thoughts can be used to accurately forecast brand choice. This book advocates finding out what attributes-benefits are evoked by your brand and your brand's competing brands, rather than asking 'What does your brand evoke?'." "Strategic thinking by customers includes their focusing attention on how, when, where, and why they buy and use brands and products. This book advocates the long interview method and never using mail survey questionnaires to reveal customers' strategic thinking. The book gives nuance, details, and case examples on how to accurately reveal what customers really think and do."--BOOK JACKET |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Brand choice.
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Consumers' preferences.
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Cognition.
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General factor (Psychology)
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Motivation research (Marketing)
|
| Author |
Woodside, Arch G.
|
| LC no. |
2004060618 |
| ISBN |
1403946418 (cloth) |
|
