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商品詳細
Brand Choice : Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes. ブランド選択
・ISBN 978-1-4039-4641-6 hard EUR 99.99
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お気に入り
★★★
| 著者・編者 | Trappey, Randolph J., III / Woodside, A. G., |
|---|---|
| 出版社 | (Palgrave Macmillan, UK) |
| 出版年月 | 2005 |
| ページ数 | 258 pp. |
| 言語 | ENG |
| ニュース番号 | ＜513-527＞ |
解説
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.