Harvard Business School professor Gerald Zaltman says that 95 percent of our purchase decision-making takes place in the subconscious mind. But how does a marketer reach the subconscious? Zaltman explains in this Q&A.
By Manda Mahoney
Harvard Business School professor Gerald Zaltman’s latest book, How Customers Think: Essential Insights into the Mind of the Market, delves into the subconscious mind of the consumer—the place where most purchasing decisions are made. The question: How can marketers understand unconscious consumer thinking? HBS Working Knowledge staffer Manda Mahoney questioned Zaltman about the new book, published by Harvard Business School Publishing.
SOURCE: https://hbswk.hbs.edu/item/the-subconscious-mind-of-the-consumer-and-how-to-reach-it; Harvard Business School; 2003.
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Categories: Marketing and Patient Relations
