How Customers Think: Essential Insights into the Mind of the Market
Author
Gerald Zaltman
Description
In How Customers Think: Essential Insights into the Mind of the Market, Harvard Business School professor Gerald Zaltman challenges the assumption that consumers make decisions rationally and consciously. Drawing on neuroscience, psychology, and marketing research, Zaltman shows that much of human thought—and therefore buying behavior—occurs below the level of awareness. He explores how metaphors, emotions, memory, and subconscious associations shape preferences and choices, often in ways that traditional surveys and focus groups fail to capture. The book argues for a deeper, more humane understanding of customers, urging businesses to listen differently and design products, messages, and experiences that align with how people actually think rather than how they claim to think.[1]
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