How customers think : essential insights into the mind of the market - Zaltman, Gerald (Boston, Mass. : Harvard Business School Press, 2003)
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.
Includes bibliographical references (p. 291-310) and index.
Keywords: Consumer behavior -- Psychological aspects; Consumers -- Psychology; Marketing -- Psychological aspects; Creative thinking