Brand Choice
eBook - PDF

Brand Choice

Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes

  1. English
  2. PDF
  3. Available on iOS & Android
eBook - PDF

Brand Choice

Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes

Book details
Table of contents
Citations

About This Book

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 introspectively telling about how, when, where, and why they buy and use brands and products. For learning customers' strategic thinking, this book advocates in situ use of the long interview method.

Frequently asked questions

Simply head over to the account section in settings and click on “Cancel Subscription” - it’s as simple as that. After you cancel, your membership will stay active for the remainder of the time you’ve paid for. Learn more here.
At the moment all of our mobile-responsive ePub books are available to download via the app. Most of our PDFs are also available to download and we're working on making the final remaining ones downloadable now. Learn more here.
Both plans give you full access to the library and all of Perlego’s features. The only differences are the price and subscription period: With the annual plan you’ll save around 30% compared to 12 months on the monthly plan.
We are an online textbook subscription service, where you can get access to an entire online library for less than the price of a single book per month. With over 1 million books across 1000+ topics, we’ve got you covered! Learn more here.
Look out for the read-aloud symbol on your next book to see if you can listen to it. The read-aloud tool reads text aloud for you, highlighting the text as it is being read. You can pause it, speed it up and slow it down. Learn more here.
Yes, you can access Brand Choice by Randolph J. Trappey,A. Woodside in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Palgrave Macmillan
Year
2004
ISBN
9780230514201
Topic
Business
Subtopic
Marketing
Index
Business

Table of contents

  1. Cover
  2. Contents
  3. List of Tables
  4. List of Figures
  5. 1 Customer Thinking and Brand Choice
  6. 2 Automatic-Unconscious Process Models of Primary Choice
  7. 3 Customer Portfolio Analysis among Competing Retail Store Brands
  8. 4 Automatic Thinking and Store Choices by Near and Distant Customers
  9. 5 Modelling Bank Loyalty
  10. 6 Learning How Linkage Advertising and Prior Experience Affect Customer Behaviour
  11. 7 The Role of Human Cognitive Ability (g) in Consumers’ Automatic and Strategic Processing of Brands
  12. 8 Conclusions and Implications for Future Research and Marketing Strategy
  13. Index