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How Customers Think: Essential Insights into the Mind of the Market: by Gerald Zaltman, Harvard Business School Press, February 2003, ISBN: 1578518261, $29.95, 352 pp.

Published online by Cambridge University Press:  18 May 2004

WILLIAM A. COOK
WILLIAM A. COOK
Affiliation:
SVP, Research & Standards, The ARF, bill.cook@thearf.org
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Extract

Great creative people in advertising have long known the power of emotion and stories—but had little compelling theory and research to validate their instincts. This new book on the interplay between the conscious and unconscious minds of consumers, marketers, and researchers provides convincing support.

Type
BOOK REVIEW
Information
Journal of Advertising Research , Volume 44 , Issue 2 , June 2004 , pp. 216 - 218
Copyright
© Copyright © 1960-2004, The ARF

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References

REFERENCES

Lane, Harlan. When the Mind Hears: A History of the Deaf. New York: Random House, 1989.
Miller, George A. “The Magical Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information.” The Psychological Review 63 (1956): 81–97.Google Scholar