Key Ideas

1. Customers' decisions are not solely based on rational thinking: Zaltman argues that customers' decisions are influenced by their subconscious and emotional processes, rather than solely being based on rational thinking. Understanding these subconscious processes is key to successful marketing.
2. Metaphors shape customers' thinking: Zaltman suggests that metaphors play a significant role in how customers think. By understanding the metaphors that customers use to frame their thinking, marketers can better tailor their messaging.
3. Memories have a strong influence on decision-making: Memori....
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Quiz