Brand Choice: Revealing Customers' Unconscious-Automatic and Strategic Thinking Process
Randolph J. Trappey, Arch Woodside
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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