Zaltman, Gerald. <br/><br/>
How customers think :  essential insights into the mind of the market / 
Gerald Zaltman. 
 - Boston, Mass. :  Harvard Business School Press,  c2003. 
 - xxii, 323 p. :  ill. ;  25 cm. 
<br/><br/>Includes bibliographical references (p. 291-310) and index. 
<br/><br/>Part I : Preparing for an expedition -- A voyage from the familiar -- A voyage to new frontiers -- Part II : Understanding the mind of the market -- Illuminating the mind : consumers' cognitive unconscious -- Interviewing the mind/brain : Metaphor elicitation : appendix -- Interviewing the mind/brain : Response latency and neuroimaging -- Come to think of it -- Reading the mind of the market : using consensus maps -- Memory's fragile power -- Memory, metaphor, and stories -- Stories and brands -- Part III : Thinking differently and deeply -- Crowbars for creative thinking -- Quality questions beget quality answers -- Launching a new mind-set. 
<br/><br/><label>ISBN: </label>1578518261 (alk. paper) 
<br/><br/><label>LCCN: </label>2002011666 
<br/><br/><label>Nat. Bib. No.: </label>GBA3-Z9283 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Consumer behavior--Psychological aspects.<br/>Consumers--Psychology.<br/>Marketing--Psychological aspects.<br/>Creative thinking.
<br/><br/><label>LC Class. No.: </label>HF 5415.32  / .Z35 2003