Brand choice: revealing customers' unconscious-automatic and strategic thinking processes
Auteur :
Trappey, Randolph J. / Woodside, A.
Éditeur :
Palgrave USA
ISBN :
9781403946416
Date de publication :
23 nov. 2004
Dimensions :
21,6 x 14,0 cm
Langue :
Anglais
Pays d'origine :
USA
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.