HOW CUSTOMERS THINK GERALD ZALTMAN PDF

But how does a marketer reach the subconscious? The question: How can marketers understand unconscious consumer thinking? Mahoney: You state that 95 percent of all cognition occurs in the subconscious mind. How can marketers begin to understand behaviors and attitudes of which customers themselves are not aware?

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Professor Zaltman holds a Ph. A from the University of Chicago, and an A. Professor Zaltman held positions at Northwestern University and the University of Pittsburgh before joining Harvard University in His research interests focus on customer behavior and marketing strategy. It has received several awards and has ranked among the top five selling business books in North America and Europe. This book addresses the deep metaphors or unconscious frames people use that influence their thinking and behavior.

Professor Zaltman is a consultant to corporations around the globe and frequent keynote speaker at major conferences. He holds three patents for market research tools including the patent on the use of neuroimaging in marketing.

Another patent, ZMET, is used around the world by major firms and international agencies. It has been described by several writers as the most significant innovation in market research in more than two decades. Professor Zaltman has authored numerous books in the areas of social change, marketing, and the use of knowledge and has published widely in the major journals in marketing and the social sciences.

He is a current or past member of the editorial boards of numerous journals in marketing and the social sciences. He is a past President of the Association for Consumer Research. The distinction of AMA Fellow is given to individuals who have made significant contributions to the research, theory and practice of marketing, and to the service and activities of the AMA over a prolonged period of time.

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How Customers Think - The Subconscious Mind of the Consumer (And How To Reach It)

Professor Zaltman holds a Ph. A from the University of Chicago, and an A. Professor Zaltman held positions at Northwestern University and the University of Pittsburgh before joining Harvard University in His research interests focus on customer behavior and marketing strategy. It has received several awards and has ranked among the top five selling business books in North America and Europe. This book addresses the deep metaphors or unconscious frames people use that influence their thinking and behavior.

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Gerald Zaltman

While at Harvard, Zaltman was awarded U. Deep metaphors[ edit ] Deep metaphors are unconscious "basic orienting structures of human thought" that affect how people process and react to information or a stimulus. They manifest themselves in surface metaphors used in everyday language and conversation; when grouped they constitute clues to what deep metaphor a person is using to frame or understand a topic see Framing. Deep metaphors can be used in a marketing context to help marketers communicate more effectively to consumers about a brand, product, or topic with the same viewing lens, or deep metaphor, their consumers are already using. There are others such as force and paradox which are less common. ZMET is a technique designed to elicit metaphors using a series of steps and non-directive probing. He gave locals, who had never taken photos before, cameras to take pictures of important things and events in their lives.

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