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Consumer Researchers: Take a Hike!

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  • Zaltman, Gerald

Abstract

Consumer research needs broader intellectual peripheral vision. This requires learning to see relevance in seemingly distant fields and taking ignorance as a friend. A particularly challenging but highly relevant topic concerns the (un)conscious mind and the essential unity of body, brain, mind, and society. The two books discussed here are exciting journeys into the biology of the (un)conscious mind and how it is ultimately shaped by society. Copyright 2000 by the University of Chicago.

Suggested Citation

  • Zaltman, Gerald, 2000. "Consumer Researchers: Take a Hike!," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(4), pages 423-428, March.
    • Handle: RePEc:oup:jconrs:v:26:y:2000:i:4:p:423-28
    DOI: 10.1086/209573
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    1. Downey, Hilary & Ellis, Sarah, 2008. "Tails of animal attraction: Incorporating the feline into the family," Journal of Business Research, Elsevier, vol. 61(5), pages 434-441, May.
    2. Clarisse Mendoza Gonzalvo & Wilson Jr. Florendo Aala & Keshav Lall Maharjan, 2021. "Farmer Decision-Making on the Concept of Coexistence: A Comparative Analysis between Organic and Biotech Farmers in the Philippines," Agriculture, MDPI, vol. 11(9), pages 1-21, September.
    3. Eberhardt, Wiebke & Brüggen, Elisabeth & Post, Thomas & Hoet, Chantal, 2021. "Engagement behavior and financial well-being: The effect of message framing in online pension communication," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 448-471.
    4. Ohme, Rafal & Reykowska, Dorota & Wiener, Dawid & Choromanska, Anna, 2010. "Application of frontal EEG asymmetry to advertising research," Journal of Economic Psychology, Elsevier, vol. 31(5), pages 785-793, October.
    5. Agus Sugiarto & Cheng-Wen Lee & Andrian Dolfriandra Huruta & Christine Dewi & Abbott Po Shun Chen, 2022. "Predictors of Pro-Environmental Intention and Behavior: A Perspective of Stimulus–Organism–Response Theory," Sustainability, MDPI, vol. 14(23), pages 1-17, December.
    6. Gerald Zaltman, 2016. "Marketing’s forthcoming Age of imagination," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 99-115, December.
    7. Gorin, Aleksei & Nedelko, Anastasia & Kosonogov, Vladimir & Vakhviyainen, Maria & Tugin, Sergey & Moiseeva, Victoria & Klucharev, Vasily & Shestakova, Anna, 2022. "N400 correlate of brand associations," Journal of Economic Psychology, Elsevier, vol. 90(C).
    8. Ozkara, Behcet Yalin & Bagozzi, Richard, 2021. "The use of event related potentials brain methods in the study of Conscious and unconscious consumer decision making processes," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    9. Anastasia Nedelko & Olga Lupova & Alexey Gorin & Alexandra Kuznetsova & Vasily Klucharev & Anna Shestakova, 2017. "An Analysis of Brand Association Perception Using N400 Evoked Potential," HSE Working papers WP BRP 77/PSY/2017, National Research University Higher School of Economics.
    10. Jih-Syongh Lin & Shih-Yen Huang, 2013. "Apply Web-based Analytic Tool and Eye Tracking to Study The Consumer Preferences of DSLR Cameras," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 4(4), pages 99-110, November.
    11. Zhang, Jing & Lee, Eun-Ju, 2022. "“Two Rivers” brain map for social media marketing: Reward and information value drivers of SNS consumer engagement," Journal of Business Research, Elsevier, vol. 149(C), pages 494-505.
    12. Jai, Tun-Min (Catherine) & Fang, Dan & Bao, Forrest S. & James, Russell N. & Chen, Tianwen & Cai, Weidong, 2021. "Seeing It Is Like Touching It: Unraveling the Effective Product Presentations on Online Apparel Purchase Decisions and Brain Activity (An fMRI Study)," Journal of Interactive Marketing, Elsevier, vol. 53(C), pages 66-79.
    13. Ahmed H. Alsharif & Nor Zafir Md Salleh & Alharthi Rami Hashem E & Ahmad Khraiwish & Lennora Putit & Lily Suriani Mohd Arif, 2023. "Exploring Factors Influencing Neuromarketing Implementation in Malaysian Universities: Barriers and Enablers," Sustainability, MDPI, vol. 15(5), pages 1-27, March.
    14. Robin A. Coulter, 2016. "From fragmentation to imagination: moving to Marketing’s next Era," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 132-141, December.

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