TM Nuts 'n Bolts - Book Club

Diary of a Consumer Mind-Reader

In his new book “How Customers Think: Essential Insights Into the Mind of the Market,” marketing expert Gerald Zaltman offers this advice to managers baffled by consumer behavior: dig deeper.

Zaltman, a professor of marketing at Harvard Business School, argues that when it comes to getting into the minds of consumers, marketers have only scratched the surface. Ninety-five percent of all thought—including what we really think about products and what will influence our decisions to buy—happens in the unconscious mind, beyond our own awareness, Zaltman says.

Conventional