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How Customers Think: Essential Insights into the Mind of the Market

gerald zaltman

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How to unlock the hidden 95 per cent of the customer's mind that traditional marketing methods have never reached. This title provides practical synthesis of the cognitive sciences. Drawing heavily on psychology, neuroscience, sociology, and linguistics, Zaltman combines academic rigor with real-world results to offer highly accessible insights, based on his years of research and consulting work with large clients like Coca-Cola and Procter & Gamble. An all-new tool kit: Zaltman provides research tools - metaphor elicitation, response latency, and implicit association techniques, to name a few - that will be all-new to marketers and demonstrates how innovators can use these tools to get clues from the subconscious when developing new products and finding new solutions, long before competitors do.

323 pages, Hardcover

First published February 1,2003

This edition

Format
323 pages, Hardcover
Published
February 21, 2003 by Harvard Business School Press
ISBN
9781578518265
ASIN
1578518261
Language
English

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gerald zaltman

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18 reviews All reviews
Profile Image for Kimberly .
lokergnome
★ ★ ★ ★ ★
July 15,2025
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**The Power of Unconscious Thinking and Brand Building**



We are often unaware that a significant portion of our thinking occurs in the unconscious mind. In fact, it is estimated that 95% of our thinking takes place there. This has important implications for brand building. Brands only exist in the minds of others, and the brand in one person's mind is not the same as in another's.



Storytelling is a powerful tool for building a brand. Hero stories that involve adversity, rejection, renewal, and triumph can be used as metaphors for the brand story. Archetypes, which are images that capture essential, universal commonalities across various experiences, can also be used to build stories. However, it is important to build stories around archetypes and not stereotypes.



When creating advertisements, it is essential to ask the right questions. These include what people like or dislike about the ad, their attitudes towards the ad, what they remember about the ad, what they learn about the brand from the ad, their attitude towards the brand, and whether the ad influenced their intention to buy the brand. Market research can be used to explore an idea rather than just prove a point.



We should also be aware of the "Titanic Effect," which is the failure to question conventional wisdom. This can lead to blind belief and callous thinking. By being open to new ideas and questioning the status quo, we can avoid this pitfall and build stronger brands.



In conclusion, understanding the role of the unconscious mind in thinking and using effective brand building techniques such as storytelling and archetypes can help create a brand that resonates with consumers. Asking the right questions and using market research to explore ideas can also provide valuable insights. Finally, being aware of the "Titanic Effect" and avoiding blind belief can lead to more informed decision-making and ultimately, greater success in brand building.
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Ryoma663
★ ★ ★ ★ ★
July 15,2025
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As human beings,

we make the vast majority of our decisions and formulate the preponderance of our opinions in the subconscious mind.

Nonetheless, there exists a crucial chasm in the manner in which we conduct market research: we typically go and collect conscious opinions.

There is a disjunction between how people actually make decisions and how marketers approach the task.

This remarkable book bridges this gap by revealing how to effectively solicit feedback from the subconscious mind.

It is a dense yet highly informative read that offers valuable insights into the inner workings of the human mind and how marketers can better understand and influence consumer behavior.

By tapping into the subconscious, marketers can gain a deeper understanding of consumers' true needs, desires, and motivations, enabling them to develop more targeted and effective marketing strategies.

This book is a must-read for anyone interested in the field of marketing or anyone who wants to gain a better understanding of how the human mind works.
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ch0ux
★ ★ ★ ★ ★
July 15,2025
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This book is a precious gift from my former manager. He was a marketer at P&G and he told me that this book is frequently utilized in the training of new marketers at P&G.

Why do ⅘ of new products or services fail within six months? (as per the Marketing Science Institute). The reason lies in the fact that too many marketing managers base their decisions on six common marketing fallacies. Firstly, it is wrongly assumed that consumers think in a well-reasoned, linear and hierarchical manner when evaluating products. However, this is not the case! Let me share an example from my own experience with my passion for street fashion. When I decide to purchase a fashion item, I don't consciously evaluate its benefits or functionalities. (A Uniqlo T-shirt may be functionally similar to a Balenciaga T-shirt). But the intense desire for the T-shirt from the first collection of my favorite designer Demna Gvasalia compelled me to spend 600 USD on it, which my wife thought was nonsense. I defended myself by saying, "I didn't buy fashion, I bought passion." This book also introduces the other five common misunderstandings regarding consumer behaviors, such as the belief that consumers can plausibly explain their thinking and behavior. In reality, more than 95% of thinking occurs in our unconscious minds. Marketers can enhance the success of their campaigns by tapping into the unconscious needs and wants of their customers. Metaphor and consensus maps can assist marketers in reengineering how they interact with consumers.

Gerald Zaltman is the Joseph C. Wilson Professor of Business Administration Emeritus at the Harvard Business School and a former member of the Executive Committee of Harvard University's Mind, Brain, and Behavior Interfaculty Initiative.
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mmchan
★ ★ ★ ★ ★
July 15,2025
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Super read from Harvard Professor, Gerald Zaltman's.

This 2003 work on consumer mindset - including the then emerging science on the unconscious mind - still feels very fresh and relevant.

Zaltman explores, using a plethora of scientific studies and academic research, the 95 percent of decisions that are made without our conscious awareness.

He delves deep into the complex world of the human psyche, uncovering the hidden forces that drive our choices.

By understanding these unconscious processes, marketers and businesses can gain a competitive edge.

Zaltman's work challenges the traditional view that consumers are rational decision-makers.

Instead, he shows that our emotions, memories, and past experiences play a significant role in shaping our purchasing behavior.

This book is a must-read for anyone interested in consumer behavior, marketing, or psychology.

It provides valuable insights into the inner workings of the human mind and how we make decisions.

Overall, Zaltman's work is a fascinating and thought-provoking exploration of the unconscious mind and its impact on consumer behavior.
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TheFlier
★ ★ ★ ★ ★
July 15,2025
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This particular piece of writing seems to be

geared more towards the professional marketer rather than the general business audience. It appears to offer

insights and perspectives that are likely to be of greater value to those who are deeply involved in the field of marketing.

Moreover, it seems to be more useful for large companies that have substantial marketing budgets at their disposal.

However, it should be noted that despite its focus on a specific subset of the business world, it still manages to provide some good insights and a fresh way to look at the problem.

This can be beneficial even for those who may not fall into the targeted categories, as it can offer new ideas and approaches that could potentially be adapted and applied in different contexts.

Overall, while it may have a more niche appeal, it still has the potential to provide valuable contributions to the marketing community and beyond.
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smurfdude
★ ★ ★ ★ ★
July 15,2025
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How can I read this book?

This is a common question that many people ask when they pick up a new book. Reading a book effectively requires a certain approach and strategy. First, it is important to set a goal for your reading. Decide what you hope to gain from the book, whether it is knowledge, entertainment, or inspiration.

Next, create a reading environment that is conducive to concentration. Find a quiet place where you can relax and focus on the text without distractions. You may also want to have a notebook and pen handy to jot down important points or ideas as you read.

As you begin to read, start by skimming the book to get an overview of the content. Read the introduction, table of contents, and chapter summaries to get a sense of the book's structure and main ideas. Then, read each chapter carefully, taking your time to understand the concepts and arguments presented.

Finally, don't forget to reflect on what you have read. Consider how the book has changed your perspective or influenced your thinking. Discuss the book with others to gain different insights and perspectives. By following these steps, you can read this book effectively and get the most out of your reading experience.
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KingRey3
★ ★ ★ ★ ★
July 15,2025
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The majority of human-made decisions are actually carried out subconsciously.

Metaphor and consensus maps can play a crucial role in assisting marketers to reengineer the way they interact with consumers.

The author has offered some fascinating perspectives regarding how consumers think. It is essential for marketers to be alerted to the need to understand this thinking pattern. By doing so, they can better match their marketing messages to the consumers.

This understanding allows marketers to create more targeted and effective marketing strategies that resonate with the subconscious minds of consumers.

It can lead to increased consumer engagement, higher conversion rates, and ultimately, greater business success.

Therefore, marketers should pay close attention to these insights and leverage the power of metaphor and consensus maps to enhance their marketing efforts.

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WeeabooHellRoute
★ ★ ★ ★ ★
July 15,2025
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More application of the background and less of the psychological background would make this book worthwhile.

The background plays a crucial role in enhancing the understanding and enjoyment of a book. By providing more detailed information about the setting, historical context, and cultural background, the author can create a more vivid and immersive world for the readers. This allows them to better relate to the story and its characters.

On the other hand, too much focus on the psychological background can sometimes make the book seem overly complex or difficult to follow. While understanding the characters' inner thoughts and emotions is important, it should not overshadow the other aspects of the story.

If the author were to strike a better balance between the application of the background and the psychological background, this book would have the potential to be a truly great read. It would engage the readers on multiple levels and provide them with a rich and fulfilling literary experience.
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