The subconscious mind of the consumer and how to reach it. How to use the zaltman metaphor elicitation technique. Robert duncan 19191988 was born in oakland and spent most of his life in. One lobe has spilled onto a bookshelf, another has plopped onto a fallen picture frame, and the stem is buried beneath the edge of a halfread. Wilson professor emeritus at harvard business school and the author and editor of 20 books. Zaltman metaphor elicitation technique zmet is one of them. The zaltman metaphor elicitation technique zmet is a market research tool. A sales orientation considers the job as one of finding customers for existing products and convincing them to buy these products. He is also cofounder of the research and consulting firm, olson zaltman associates. Wilson professor emeritus at harvard business school and the author and editor of 20 books, most recently how customers think 2003 and marketing metaphoria 2008. Most of what influences what we say and do occurs below the level of awareness. Association for super vision and curriculum development, forthcoming. In his book, how customers think essential insights into the mind of the market, gerald zaltman hits gold.
He has served on the advisory board of harvards mind, brain, and behavior initiative. Essential insights into the mind of the market how customers. How customers think the subconscious mind of the consumer. December 21, professors michael radnor and gerald zaltman, principal investigators of the project, which will be funded by the national science foundation, explained the basic hypotheses of their. In 1997 he founded the market research consulting firm olson zaltman associates in partnership with jerry c. What deep metaphors reveal about the minds of consumers, gerald zaltman, lindsay h. Constriction at the top, journal of marketing, 51 october, 89 98. Coulter in the early 1980s, holbrook and hirschman 1982 drew attention to the study of experiential consumption and, over the past two decades, numerous scholars have contributed. Zaltman recently spoke with hbrs gardiner morse about consumers buried motivations and what. Find and compare hundreds of millions of new books, used books, rare books and out of print books from over 100,000. Postexperience advertising effects on consumer memory kathryn a. Pdf on sep 1, 2003, rajan p varadarajan and others published from the editor. Feb 23, 2002 zaltman is getting into an area which is the new and upcoming area, mindbrain, said mr. September 2018 alumni and faculty books perfect is boring.
Drawing on thousands of oneonone interviews in more than thirty countries, gerald zaltman and lindsay zaltman describe how some of the worlds most successful companies as well as small firms, notforprofits, and social enterprises have successfully leveraged deep metaphors to solve a wide variety of marketing problems. Use of zaltman metaphor elicitation technique zmet to. Its going to grow for the next 5 to 10 years and have a tremendous following and then like. Some thoughts on thinking by gerald zaltman, karen lemasters, and michael heffring new york. Lindsay zaltman is managing director at olson zaltman associates.
Gerald zaltmanof harvard business school in early 90s. Zaltman is getting into an area which is the new and upcoming area, mindbrain, said mr. Essential insights into the mind of the market, gerald zaltman. The first page of the pdf of this article appears above. Each think key begins with a statement about how we think. Gerald zaltman is a professor of marketing at harvard business school and a fellow at harvard. There has been a shift from a sales to a marketing orientation in recent years. Founded in 1997, has become a leading book price comparison site. Our academic tradition survives in the form of articles, books, tweets, and a monthly newsletter containing insights both industrywide and from within. Gerald zaltman working knowledge harvard business school. A theoriesinuse approach to building marketing theory. This technique explores the nonliteral expressions of people to bring out both conscious and especially. Founded in 1997 by professors jerry olson of penn state university, and gerald zaltman of the harvard business school, oza.
Why do consumers feel that companies dont understand their needs. Coulter 2001 interpreting consumer perceptions of advertising. Lola lopes for her question that led to experiment 1, baba shiv for his. Innovations and organizations gerald zaltman, robert duncan.
What seven deep metaphors reveal about the minds of consumers di zaltman, lindsay h. Google scholar zaltman, gerald 1997, rethinking market research. Kotler is also advisory editor of the holt, rinehart and winston marketing series, former chairman of the college on marketing of the institute of management sciences, and presently a director of the. Gerald zaltman at the harvard business school in the early 1990s. Next, an interesting, fun activity is presented to illustrate that process. Focus group participants rave about a new personal digital assistant and say they cant wait to buy it and then. Zaltman helps us peer into the mind of the market in this very significant book, how customers think. Zmet is a technique that elicits both conscious and especially unconscious thoughts by exploring peoples nonliteral or. Wilson professor of business administration emeritus at the harvard. But this morning i starting reading about zaltmans metaphorelicitation technique met. Essential insights into the mind of the market how. Founded in 1997 by professors jerry olson of penn state university, and gerald zaltman of the harvard business school, oza specializes in techniques that target consumers implicit thoughts, feelings and knowledge. Marketing management, july 8, 2003 the book is informative and verbalizes part of my own philosophy, developed after 25 years in the product development field.
An application of the zaltman metaphor elicitation technique, journal of. In very understandable language the author explains how a customers buying decision is influenced by the complex interactions between mind, brain, body, and society. Essential insights into the mind of the market how customers think. Kohli, ajay and zaltman, gerald 1988, measuring multiple buying influences, industrial marketing management, 17 august, 197 204.
Olson, professor of marketing emeritus, smeal college of business at penn state. University of pittsburgh, 197591 doctoral degree in sociology received from. Harvard business school professor gerald zaltman says that 95 percent of our purchase decision making takes place in the subconscious mind. Penetrating the mind by metaphor the new york times. Coulter in the early 1980s, holbrook and hirschman 1982 drew attention to the study of.
Unlocked gerald zaltman pdf keys to improve your thinking. Feb 01, 2003 zaltman helps us peer into the mind of the market in this very significant book, how customers think. Gerald zaltman is a professor of marketing at harvard business school and a fellow at harvard universitys interdisciplinary mindbrainbehavior initiative. In the case of a communications device, this suggests that tactile experiences of. Postexperience advertising effects on consumer memory. Robin higie coulter and gerald zaltman 1994,using the zaltman metaphor elicitation technique to understand brand images, in na advances in consumer research volume 21, eds. For example, learning that a communications device or even a personal care product invokes deep. What deep metaphors reveal about the minds of consumers. Musings on relevance and rigor of scholarly research in marketing find, read and cite all the research you need on.
Gerald zaltman is an emeritus professor at the harvard business school, and recipient of numerous awards for his contributions to marketing thought and practice. She would like to thank committee members for their help in developing this idea, especially gary gaeth who served as chair, lola lopes for her question that led to experiment 1, baba shiv for his comments on a previous draft, and gerald zaltman for his support and feedback throughout this process. Gerald zaltman is associate professor of behavioral science, department of marketing, graduate school of man. Factors affecting trust in market research relationships.
Gerald zaltman is the author of how customers think 4. Zaltman, harvard business press, 2008, 1422121151, 9781422121153, 230 pages. Zaltman, gerald 1983, theoryinuse among change agents, in handbook of social and community intervention, seidman, e. Zaltman is a professor of marketing at harvard business. Here is a cut down version of how zaltman describes the process p. Kotler is also advisory editor of the holt, rinehart and winston marketing series, former chairman of the college on marketing of the institute of management sciences, and presently a director of the american marketing association. Probing the unconscious mind of the consumer has tremendous value beyond advertising. An application of the zaltman metaphor elicitation technique, journal of advertising, 30. What deep metaphors reveal about the minds of consumers 2008. Zmet is a technique that elicits both conscious and especially unconscious thoughts by exploring peoples nonliteral or metaphoric expressions.
Using the zaltman metaphor elicitation technique to. His newest book, coauthored with lindsay zaltman, is marketing metaphoria. It reminded me of repertory grid in that its an interview technique which uses one idea, or trigger, to probe for related. He is author or coauthor of fourteen books and editor or coeditor of twelve other books. Unlocked uses activities called think keys to explore thought processes. Consumption experiences as escape an application of the. Professor zaltman is the author or editor of over 20 books, many of which have been published in several languages. Gerald zaltman has been named an american marketing association fellow. He is a frequent contributor to scholarly and professional journals. The distinction of ama fellow is given to individuals who have made significant contributions to the research, theory and practice of marketing, and to the service and activities of the ama over a prolonged period of time. Harvard business school professor gerald zaltman is the creator of zmet, a patented market research. Feb 26, 2010 gerald zaltman marketing legends video. Read unlocked pdf keys to improve your thinking by gerald zaltman independently published what s the best way to change your life.
Drawing heavily on psychology, neuroscience, sociology, and linguistics, zaltman combines academic rigor with realworld results to offer highly accessible insights, based on his years of this title provides practical synthesis of the cognitive sciences. Our patented research method centers around metaphors. Putting people back in, journal of marketing research, 34 4, 424 37. It reminded me of repertory grid in that its an interview technique which uses one idea, or trigger, to probe for related ideas.
How to unlock the hidden 95 per cent of the customers mind tha. Zaltman the zaltman metaphor elicitation technique 2. Professor zaltman has expertly combined the disciplines of all the sciences to. Deprinzio art and design chris lauer managing editor christopher g. Wilson professor of marketing, graduate school of business administration, harvard uni versity. Clement publisher 2 soundview executive book summaries the author. Zaltman is a professor of marketing at harvard business school and a fellow at harvard universitys mind, brain, behavior initiative. Professor zaltman has expertly combined the disciplines of all the sciences to provide not only rich insights, but equally as important, practical applications. Drawing on thousands of oneonone interviews in more than.
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