How Customers Think: Essential Insights into the Mind of the Market (2003) (edit title/settings)

Ridiculously Simplified Synopsis edit

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Characters/People edit see section history

• W. H. Freeman: Add a description of this character.
• Chevy
• Hallmark
• Henry Holt

Setting & Locations edit see section history

• United States
• America
• Titanic

First Sentence edit see section history

Glossary edit see section history

• Thinking: The use of mental processes; activities of the brain involved in storing, recalling, or using information, or in generating specific feelings and emotions. Also called cognition and mental processes.
• Thought: The outcome of thinking, conventionally held beliefs, attitudes, and evaluations.
• Concious Thought: Thoughts that we can articulate because we are fully aware of our own existence, sensations, and cognition. Also called the cognitive conscious mind.
• Unconcious Thought: Thinking outcomes of which we are unaware or vaguely unaware and struggle to articulate; mental activity outside conscious awareness. Also called the unconscious mind.
• Concept: An unambiguous, sometimes abstract, internal representation that defines a meaningful grouping or categorization of living and nonliving objects, events such as experiences, and thoughts.
• Construct: The label or name tag a manager or researcher gives to a conscious or unconcious consumer thought that the manager or researcher has identified. Marketers can use constructs to understand consumers' thinking and to communicate among themselves and with consumers about products.
• Neurons: Brain Cells Active during thinking. Neurons recieve signals from other neurons or from sensory organs, process these signals, and often pass them along to other neurons, muscles, or bodily organs. Thoughts and emotions arise from the activation and interconnection of these brain cells.
• Neural Cluster: A group of neurons that are activated and stimulate each other when we think. Neural Clusters produce thoughts, labeled by constructs. Also called a neuronal cluster.
• Neural Pathway: The route followed when one neuron or group of neurons affects others; the connections amongst neural clusters.
• Mental Model: A set of associated thoughts formed when neural clusters influence each other; used to process information from and respond to an abstract event.
• Consensus Map: A mental model that different people use in similar ways or that a group of people share. A consensus map represents the convergence of consumer thinking on a common mental model.
• Human Universals: The categories of thought and action found in every culture, regardless of how diverse, such as justice and punishment, protecting the young, and caring for the ill. Universals include several core metaphors such as journey, balance, and transformation as well as fundamental architypes.
• Metaphor: Describe this term.
• Figurative language
• Literal language

Authors & Contributors edit see section history

1. Gerald Zaltman (Author)

First Edition edit see section history

Classification edit see section history

• Library of Congress: HF5415.32 .Z35 2003
• Dewey: 658.8342

Subjects edit see section history

• Books › Business & Investing › Marketing & Sales › Marketing › Research
• Books › Business & Investing › By Publisher › Harvard Business School Press › Marketing
• Books › Business & Investing › Marketing & Sales › Advertising
• Books › Business & Investing › Management & Leadership