Brand Choice
Brand Choice
Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9781403946416
Condition
New
Product Description
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.
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