• Acknowledgements Preface Part 1 A Primer in Learning Market-Driven ThinkingChapter 1: Thinking, Deciding, and Acting by Executives and CustomersChapter 2: Case Study Research Methods for Learning How Executivesand Customers Think, Decide, and ActChapter 3: Mapping Contingent Thinking by B2B Marketers and CustomersPart 2 Tools for Illuminating the Unconscious and Conscious MindChapter 4 Balanced and Unbalanced Unconscious-Conscious ThinkingChapter 5 Advancing Understanding of Customers’ Means-End ChainsChapter 6 Advancing from Subjective to Confirmatory Personal IntrospectionPart 3 Customer Associate-to-Vendor (Store) Retrieval ResearchChapter 7 Customer Automatic Thinking and Store ChoiceChapter 8 Automatic Thinking and Vendor Choices by Customers of Industrial DistributorsPart 4 Case-Based Research for Learning Gestalt Thinking-Doing ProcessesChapter 9 Applying the Long Interview Method for Comparing Executive and Customer ThinkingChapter 10 Holistic Case-Based Modeling of Customers’ Thinking-Doing Brand ExperiencesPart 5 Learning How Initial Behavior Affects Future BehaviorChapter 11 The Influences of Brand Imprinting and Short-Term Marketing Influences on Subsequent Customer ChoicesChapter 12 Customer Variety Seeking Influence on Subsequent Brand Choice Behavior

“Arch Woodside has written an important book that should be read by the academic and marketing research community. Woodside provides detailed evidence that a great deal of consumer and business decision making is subconsciously driven and often highly automatic. The heavy reliance on surveys and focused groups by today’s researchers is likely to provide little real understanding and predictability of behavior. He describes alternative methods for probing the forces that drive the choice behavior of consumers and businesspeople.”-- Philip Kotler, Northwestern University