Gerald Zaltman (Marketing Proffesor)

Gerald Zaltman is a respected marketing professor known for his innovative ideas about consumer behavior. He argues that people often make purchasing decisions subconsciously, influenced by emotions and beliefs rather than by logical reasoning. Zaltman developed techniques, such as metaphors and visual imagery, to understand these deeper motivations. His research emphasizes that to effectively market products, companies must connect with consumers on an emotional level and tap into their underlying thoughts and feelings. This approach helps businesses create more impactful marketing strategies that resonate with their target audiences.