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How collages reveal your deepest thoughts [[electronic resource] ] : a guide to consumers' minds / / Philipp Pachler
| How collages reveal your deepest thoughts [[electronic resource] ] : a guide to consumers' minds / / Philipp Pachler |
| Autore | Pachler Philipp |
| Pubbl/distr/stampa | Hamburg, : Anchor Academic Pub., 2013 |
| Descrizione fisica | 1 online resource (203 p.) |
| Disciplina |
658.8
658.8342 |
| Soggetto topico |
Consumer behavior
Brand name products |
| Soggetto genere / forma | Electronic books. |
| ISBN | 3-95489-506-4 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
How 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
2.4 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 3.3.1 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 |
| Record Nr. | UNINA-9910463558103321 |
Pachler Philipp
|
||
| Hamburg, : Anchor Academic Pub., 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
How collages reveal your deepest thoughts [[electronic resource] ] : a guide to consumers' minds / / Philipp Pachler
| How collages reveal your deepest thoughts [[electronic resource] ] : a guide to consumers' minds / / Philipp Pachler |
| Autore | Pachler Philipp |
| Pubbl/distr/stampa | Hamburg, : Anchor Academic Pub., 2013 |
| Descrizione fisica | 1 online resource (203 p.) |
| Disciplina |
658.8
658.8342 |
| Soggetto topico |
Consumer behavior
Brand name products |
| ISBN | 3-95489-506-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
How 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
2.4 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 3.3.1 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 |
| Record Nr. | UNINA-9910787555803321 |
|
Pachler Philipp
|
||
| Hamburg, : Anchor Academic Pub., 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
How collages reveal your deepest thoughts [[electronic resource] ] : a guide to consumers' minds / / Philipp Pachler
| How collages reveal your deepest thoughts [[electronic resource] ] : a guide to consumers' minds / / Philipp Pachler |
| Autore | Pachler Philipp |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Hamburg, : Anchor Academic Pub., 2013 |
| Descrizione fisica | 1 online resource (203 p.) |
| Disciplina |
658.8
658.8342 |
| Soggetto topico |
Consumer behavior
Brand name products |
| ISBN | 3-95489-506-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
How 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
2.4 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 3.3.1 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 |
| Record Nr. | UNINA-9910808323903321 |
|
Pachler Philipp
|
||
| Hamburg, : Anchor Academic Pub., 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||