How collages reveal your deepest thoughts A guide to consumers minds A guide to consumers minds 1st Edition by Philipp Pachler 3954890062 978-3954890064

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ISBN 10: 3954890062
ISBN 13: 978-3954890064
Author:  Philipp Pachler

A 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 technique, an expressive projective method. The aim of this book is to create a multi-layered approach that facilitates the interpretation of collages without the need of any additional information given by the participants, based on metaphor analysis, color theory, a communication model and structural analysis.

How collages reveal your deepest thoughts A guide to consumers minds A guide to consumers minds 1st Table of contents:

Introduction

Problem Statement
Understanding and interpreting consumer behavior through brand knowledge retrieval.

Aim of the Book
To explore methodologies for accessing and analyzing consumer insights, particularly through visual tools like collages.

Outlook
A roadmap to uncover the connections between brand representation, consumer memory, and marketing strategies.

Accessing and Retrieving Brand Knowledge

It Is All About Representations

• Consumer memory and brand knowledge structures.
• The importance of visual thinking in understanding consumer perspectives.

Overview

• Heuristics and biases in consumer decision-making.

Brand Knowledge Retrieval

• Qualitative research approaches.
• Use of projective techniques for deeper insights.

Challenges in Retrieving Brand Knowledge

• Assumptions about brand knowledge representation.
• Verbal and nonverbal methods in data collection.

Characteristics and Applications of Collages in Marketing

• History of collages and their evolution in consumer studies.
• Strengths, limitations, and practical applications in marketing.

Analyzing Visually Retrieved Brand Knowledge

Semiotics and Hermeneutics

• Understanding signs and meanings in consumer collages.

Metaphor Analysis

• Cognitive constructs in consumer behavior.
• Types of image schemata and their implications.

Visual Metaphors as Sources of Brand Knowledge

• How visual elements reflect consumer thoughts.

Color Theory in Collage Interpretation

• Symbolism of colors like white, black, red, and others.
• How colors convey varied meanings across contexts.

Communication Psychology and Structural Analysis of Collages

• Psychological perspectives on consumer collages.
• Systematic approaches to structural interpretation.

Empirical Study

Data Collection and Sample

• Methods and demographic considerations.

Data Analysis

• Empathy and mentalizing in interpreting consumer insights.
• Multi-layered interpretation process, including:
  • Metaphor analysis.
  • Color theory and communication models.
  • Structural analysis.
  • Cross-validation techniques.

Findings and Results

• Detailed interpretation of individual collages and interviews.
• Insights from metaphor analysis, color theory, and communication models.
• Comparative outcomes between collages and interviews.

Discussion

• Key takeaways and implications for understanding brand knowledge.

Managerial Implications and Future Research

• Practical applications of findings in marketing strategies.
• Directions for further exploration in consumer behavior studies.

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