How Customers Think

Discover the groundbreaking insights in How Customers Think by Gerald Zaltman, published by Harvard Business Review Press in 2003. This essential read spans 352 pages and offers a practical synthesis of cognitive sciences, making it a must-have for anyone in the fields of marketing and consumer behavior.

Zaltman expertly combines psychology, neuroscience, sociology, and linguistics to present research tools such as metaphor elicitation, response latency, and implicit association techniques. These innovative methods empower marketers and business professionals to understand consumer behavior on a deeper level.

Whether you're an entrepreneur, marketer, or simply interested in the psychology of consumerism, How Customers Think provides the academic rigor and real-world applications you need to succeed. Equip yourself with the knowledge to transform your approach to marketing and drive impactful results.