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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Bibliographic Details

Main Authors:	Trappey, Randolph J. (Author), Woodside, Arch G. (Author)
Corporate Author:	SpringerLink (Online service)
Format:	eBook
Language:	English
Published:	London : Palgrave Macmillan UK : Imprint: Palgrave Macmillan, 2005.
Subjects:	Business and Management. Market Research/Competitive Intelligence. Marketing. Business. Marketing research. Electronic books.
Online Access:	Connect to the full text of this electronic book