LEADER 03766nam 2200565 a 450 001 9910787555803321 005 20230803031114.0 010 $a3-95489-506-4 035 $a(CKB)2670000000406218 035 $a(EBL)1324025 035 $a(OCoLC)854977198 035 $a(SSID)ssj0001160287 035 $a(PQKBManifestationID)11690683 035 $a(PQKBTitleCode)TC0001160287 035 $a(PQKBWorkID)11136783 035 $a(PQKB)11619014 035 $a(MiAaPQ)EBC1324025 035 $a(Au-PeEL)EBL1324025 035 $a(CaPaEBR)ebr10735059 035 $a(EXLCZ)992670000000406218 100 $a20130729d2013 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aHow collages reveal your deepest thoughts$b[electronic resource] $ea guide to consumers' minds /$fPhilipp Pachler 210 $aHamburg $cAnchor Academic Pub.$d2013 215 $a1 online resource (203 p.) 300 $a"Disseminate knowledge"--Cover. 311 $a3-95489-006-2 320 $aIncludes bibliographical references. 327 $aHow collages reveal your deepest thoughts; Table of contents; List of tables; List of figures; 1 Introduction; 1.1 Problem statement; 1.2 Aim of the book; 1.3 Outlook; 2 Accessing and retrieving brand knowledge; 2.1 Assumptions on brand knowledge representation; 2.1.1 It is all about representations; 2.1.2 Consumer memory; 2.1.3 Brand knowledge structures; 2.1.4 Consumers think visually; 2.2 Challenges in retrieving brand knowledge; 2.2.1 Overview; 2.2.2 Heuristics and biases; 2.3 Brand knowledge retrieval; 2.3.1 Qualitative research; 2.3.2 Projective techniques 327 $a2.4 Characteristics and applications of collages in marketing2.4.1 History of collages; 2.4.2 Characteristics, advantages and limitations of collages; 2.4.3 Collages applied in marketing; 3 Analyzing visually retrieved brand knowledge; 3.1 Understanding the meaning of signs: semiotics and hermeneutics; 3.1.1 Semiotics; 3.1.2 Hermeneutics; 3.2 Metaphor analysis in interpreting collages; 3.2.1 Metaphors as cognitive constructs; 3.2.2 Metaphors versus image schemata; 3.2.3 Visual metaphors as sources of brand knowledge; 3.3 Color theory in interpreting collages 327 $a3.3.1 What colors reveal about customers3.3.2 Same color, different meaning; 3.4 A communication psychological view on collages; 3.5 Structural analysis of collages; 4 Empirical study; 4.1 Data collection and sample; 4.2 Data analysis; 4.2.1 Empathy and mentalizing as justification for this work; 4.2.2 The multi-layered interpretation process; 4.2.3 Findings and results; 5 Discussion; 6 Managerial implications and future research; 7 References 330 $aA deeper understanding of how consumers think, feel and act is vital to the success of management and provides valuable information for managerial decision making in many areas of business. One key to this understanding is brand knowledge, which is the representation of a brand in consumers' minds. Unfortunately, a substantial amount of relevant knowledge within people's minds is unconscious and cannot be retrieved, accessed and recalled by consumers. As a consequence, certain methods of retrieval are required, such as projective techniques. The method this book works with is the collage techn 606 $aConsumer behavior 606 $aBrand name products 615 0$aConsumer behavior. 615 0$aBrand name products. 676 $a658.8 676 $a658.8342 700 $aPachler$b Philipp$01516899 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910787555803321 996 $aHow collages reveal your deepest thoughts$93753619 997 $aUNINA