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Brand Choice

Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes

  • Book
  • © 2005

Overview

Authors:
  1. Randolph J. Trappey
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    You can also search for this author in PubMed   Google Scholar

  2. Arch G. Woodside
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Table of contents (8 chapters)

  1. Front Matter

    Pages i-x
    Download chapter PDF

  2. Customer Thinking and Brand Choice

    • Randolph J. Trappey III, Arch G. Woodside
    Pages 1-8

  3. Automatic-Unconscious Process Models of Primary Choice

    • Randolph J. Trappey III, Arch G. Woodside
    Pages 9-39

  4. Customer Portfolio Analysis among Competing Retail Store Brands

    • Randolph J. Trappey III, Arch G. Woodside
    Pages 40-64

  5. Automatic Thinking and Store Choices by Near and Distant Customers

    • Randolph J. Trappey III, Arch G. Woodside
    Pages 65-82

  6. Modelling Bank Loyalty

    • Randolph J. Trappey III, Arch G. Woodside
    Pages 83-156

  7. Learning How Linkage Advertising and Prior Experience Affect Customer Behaviour

    • Randolph J. Trappey III, Arch G. Woodside
    Pages 157-179

  8. The Role of Human Cognitive Ability (g) in Consumers’ Automatic and Strategic Processing of Brands

    • Randolph J. Trappey III, Arch G. Woodside
    Pages 180-237

  9. Conclusions and Implications for Future Research and Marketing Strategy

    • Randolph J. Trappey III, Arch G. Woodside
    Pages 238-253

  10. Back Matter

    Pages 254-258
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Keywords

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.

About the authors

RANDOLPH TRAPPEY has served on the faculties of the University of London's Royal Holloway School of Management, New York University's Leonard N. Stern School of Business in London and Tulane University's A.B. Freeman School of Business in New Orleans. His research links cognitive science and marketing science with consumers' unconscious thinking about brand advertising. He is the founder and CEO of DataMiners Ltd., a consulting firm that specialises in providing data mining, modelling and CRM solutions to business, industry and government. His clients include Prudential, Vodafone, Nokia, Hewlett Packard, Electronic Arts, BUPA and the United States Government.

To find out more about the author go to:
http://www.dataminers.co.uk

ARCH WOODSIDE is Professor of Marketing at Boston College in the USA. He is a Fellow and member of the American Psychological Association, American Psychological Society, Royal Society of Canada, and the Society for Marketing Advances. He serves as the Editor-in-Chief of the Journal of Business Research and Advances in Business Marketing & Purchasing, and he is the author of numerous books and articles in the fields of marketing, psychology, consumer research, advertising, and tourism.

To find out more about the author go to:
http://www.bc.edu/schools/csom/departments/marketing/faculty/woodside/

Bibliographic Information

  • Book Title: Brand Choice

  • Book Subtitle: Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes

  • Authors: Randolph J. Trappey, Arch G. Woodside

  • DOI: https://doi.org/10.1057/9780230514201

  • Publisher: Palgrave Macmillan London

  • eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)

  • Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2005

  • Hardcover ISBN: 978-1-4039-4641-6Published: 23 November 2004

  • Softcover ISBN: 978-1-349-52357-3Published: 23 November 2004

  • eBook ISBN: 978-0-230-51420-1Published: 23 November 2004

  • Edition Number: 1

  • Number of Pages: IX, 258

  • Topics: Marketing, Market Research/Competitive Intelligence

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