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...

Ausführliche Beschreibung

Bibliographische Detailangaben

Hauptverfasser:	Trappey, Randolph J. (VerfasserIn), Woodside, Arch G. 1943- (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	New York Palgrave Macmillan 2005
Ausgabe:	1. publ.
Schlagworte:	Brand choice Branding Cognition Consumers' preferences Forbrugeradfærd General factor (Psychology) Kognition Motivation research (Marketing) aBrand choice aConsumers' preferences aCognition aGeneral factor (Psychology) aMotivation research (Marketing) Kognitive Psychologie Verbraucherverhalten Markenwahl
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