Zaltman Gerald

Gerald Zaltman is a prominent American marketing researcher and professor known for his work on consumer behavior and the subconscious influences on decision-making. He developed the Zaltman Metaphor Elicitation Technique (ZMET), a method that uses metaphors and imagery to explore people's thoughts and feelings about brands and products. His research emphasizes that much of human behavior is driven by unconscious feelings and beliefs, which can help marketers understand deeper consumer motivations. Zaltman's work highlights the importance of connecting with consumers on an emotional level to create effective marketing strategies.