Gerald Zaltman
Joseph C. Wilson Professor of Business Administration, Emeritus
*Joined Harvard Faculty: 1991 Prior Faculty Appointments: Northwestern University, 1968-75; University of Pittsburgh, 1975-91 *Doctoral Degree in Sociology Received from: The John Hopkins University;
MBA Degree Received from: The University of Chicago; AB Degree Received from: Bates College Gerald Zaltman is the Joseph C. Wilson Professor of Business Administration Emeritus at the Harvard Business School and a former member of the Executive Committee of Harvard University's Mind, Brain, and Behavior Interfaculty Initiative. He was previously Co-Director of The Mind of the Market Laboratory at HBS. He is a co-founder and senior partner in the research based consulting firm of Olson Zaltman Associates whose clients include some of the world’s most respected firms and brands. Professor Zaltman holds a Ph.D in sociology from The Johns Hopkins University, an M.B.A from the University of Chicago, and an A.B. in government from Bates College. Professor Zaltman held positions at Northwestern University and the University of Pittsburgh before joining Harvard University in 1991. His research interests focus on customer behavior and marketing strategy. His book, How Customers Think: Essential Insights into the Mind of the Market (2003) has been translated into 15 languages. It has received several awards and has ranked among the top five selling business books in North America and Europe. His newest book, co-authored with Lindsay Zaltman, is Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers (2008). This book addresses the deep metaphors or unconscious frames people use that influence their thinking and behavior. Professor Zaltman’s work has been featured in The New York Times, Fortune Magazine, Forbes, US News & World Report, Time, Fast Company Magazine, American Demographics, and other major publications. Professor Zaltman is a consultant to corporations around the globe and frequent keynote speaker at major conferences. He holds three patents for market research tools including the patent on the use of neuroimaging in marketing. Another patent, ZMET, is used around the world by major firms and international agencies. It has been described by several writers as the most significant innovation in market research in more than two decades. Professor Zaltman has authored numerous books in the areas of social change, marketing, and the use of knowledge and has published widely in the major journals in marketing and the social sciences. He is a current or past member of the editorial boards of numerous journals in marketing and the social sciences. He is a past President of the Association for Consumer Research. His awards include the American Marketing Association's Richard D. Irwin Distinguished Marketing Educator Award in 1989, The Association for Consumer Research Distinguished Fellow Award in 1990, the Knowledge Utilization Society's Thomas J. Kiresuk Award for Excellence in Scientific Research in 1992, the JAI Press Distinguished Scholar Award from the Society for Marketing Advances in 2000, the ARF Member Recognition Award in 2007, and in 2008 he will receive the Massachusetts Institute of Technology’s Buck Weaver Award sponsored by General Motors for outstanding work in bringing knowledge and practice together.
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Article
| Harvard Business Review
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The Sure Thing That Flopped
G. Zaltman and Lindsay Zaltman
Citation: Zaltman, G., and Lindsay Zaltman. " The Sure Thing That Flopped." HBS Centennial Issue. Harvard Business Review 86, nos. 7/8 (July–August 2008).
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Article
| Journal of Advertising Research
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Memory Change: An Intimate Measure of Persuasion
Kathryn A. Braun-Latour and Gerald Zaltman
Keywords: Change;
Measurement and Metrics;
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Article
| Brain Research Bulletin
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A Behavioral Window on the Mind of the Market: An Application of the Response Time Paradigm
Fred W. Mast and Gerald Zaltman
Keywords: Behavior;
Markets;
Standards;
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Article
| Journal of Advertising
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Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique
Robin A. Coulter, Gerald Zaltman and Keith S. Coulter
Keywords: Customers;
Perception;
Advertising;
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Article
| Journal of Consumer Research
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Consumer Researchers: Take a Hike!
Gerald Zaltman
Keywords: Research;
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Article
| Journal of Business-to-Business Marketing
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The Pedagogy of Executive Education in Business Markets
V. K. Rangan, Das Narayandas and Gerald Zaltman
Keywords: Teaching;
Higher Education;
Markets;
Business Ventures;
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Article
| JMR, Journal of Marketing Research
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Rethinking Market Research: Putting People Back In
Gerald Zaltman
Keywords: Markets;
Research;
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Journal Article
| Marketing Research
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Metaphorically Speaking
Gerald Zaltman
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Article
| Journal of Marketing
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Influence Strategies in Buying Centers
R. Venkatesh, A. J. Kohli and Gerald Zaltman
Keywords: Strategy;
Power and Influence;
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Article
| Journal of Advertising Research
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Seeing the Voice of the Customer: Metaphor-based Advertising Research
Gerald Zaltman and R. Coulter
Keywords: Customers;
Advertising;
Research;
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Article
| Journal of Marketing
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Factors Affecting Trust in Market Research Relationships
C Moorman, R. Deshpande and G. Zaltman
Keywords: Trust;
Markets;
Research;
Relationships;
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Article
| JMR, Journal of Marketing Research
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Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations
C Moorman, G. Zaltman and Rohit Deshpandé
Keywords: Markets;
Research;
Relationships;
Trust;
Organizations;
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Chapter
| The Handbook of Marketing Research: Uses, Misuses, and Future Advances
| 2006
What Do 'Really Good' Managers and 'Really Good' Researchers Want of One Another?
Lindsay H. Zaltman and Gerald Zaltman
Keywords: Management;
Research;
Citation: Zaltman, Lindsay H., and Gerald Zaltman. "What Do 'Really Good' Managers and 'Really Good' Researchers Want of One Another?" In The Handbook of Marketing Research: Uses, Misuses, and Future Advances, edited by Rajiv Grover, and Marco Vriens. Thousand Oaks, CA: Sage Publications, 2006.
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Chapter
| The Global Market: Developing a Strategy to Manage Across Borders
| 2004
Rooting Marketing Strategy in Human Universals
Luc Wathieu, Yu Ivory Liu and Gerald Zaltman
Keywords: Marketing Strategy;
Human Needs;
Citation: Wathieu, Luc, Yu Ivory Liu, and Gerald Zaltman. " Rooting Marketing Strategy in Human Universals." Chap. 4 in The Global Market: Developing a Strategy to Manage Across Borders, edited by John A. Quelch, and Rohit Deshpandé. San Francisco, CA: Jossey-Bass, 2004.
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Chapter
| The Languages of the Brain
| 2002
Eliciting Mental Models through Imagery
Gerald Zaltman
Keywords: Perception;
Cognition and Thinking;
Citation: Zaltman, Gerald. "Eliciting Mental Models through Imagery." Chap. 22 in The Languages of the Brain, edited by Albert M. Galaburda, Stephen M. Kosslyn, and Yves Christen. Cambridge: Harvard University Press, 2002.
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Chapter
| The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals and Desires
| 2001
The Power of Metaphor
G. Zaltman and Robin Coulter
Citation: Zaltman, G., and Robin Coulter. "The Power of Metaphor." In The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals and Desires, edited by S. Ratneshwar, David Glen Mick, and Cynthia Huffman. London, New York: Routledge, 2001.
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Chapter
| Sense and Respond: Capturing Value in the Network Era
| 1998
Seeing through the Customer's Eyes with Computer Imaging
G. Zaltman and L. J. Schuck
Keywords: Technology;
Perception;
Customers;
Computer Industry;
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Chapter
| Contemporary Marketing and Consumer Behavior: An Anthropological Sourcebook
| 1995
Amidword: Anthropology, Metaphors, and Cognitive Peripheral Vision
G. Zaltman
Keywords: Cognition and Thinking;
Perception;
Citation: Zaltman, G. "Amidword: Anthropology, Metaphors, and Cognitive Peripheral Vision." In Contemporary Marketing and Consumer Behavior: An Anthropological Sourcebook, edited by J. F. Sherry Jr.. Thousand Oaks, CA: Sage Publications, 1995.
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Chapter
| Advances in Consumer Research
| 1993
Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images
R. Higie and G. Zaltman
Keywords: Brands and Branding;
Research;
Citation: Higie, R., and G. Zaltman. "Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images." In Advances in Consumer Research. Vol. 20, edited by L. McAlister, and M. Rothschild. Provo, UT: Association for Consumer Research, 1993.
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Simulation
The Heinz Endowments: Bringing the Arts to Life
Gerald Zaltman
Keywords: Arts;
Business and Community Relations;
Giving and Philanthropy;
Citation: Zaltman, Gerald. "The Heinz Endowments: Bringing the Arts to Life." Simulation and Teaching Note. Multimedia. (Multimedia Producer: Melissa Dailey; Original case copy by Grant Oliphant.)
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Simulation
Going to the Dentist: Futuredontics
Gerald Zaltman
Keywords: Health Care and Treatment;
Citation: Zaltman, Gerald. "Going to the Dentist: Futuredontics." Simulation and Teaching Note. Multimedia. (Multimedia Producer: Melissa Dailey.)
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Simulation
Privacy
Gerald Zaltman, Debbie Gordon and Yoshi Fujikawa
Keywords: Rights;
Citation: Zaltman, Gerald, Debbie Gordon, and Yoshi Fujikawa. "Privacy." Simulation and Teaching Note. Multimedia.
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Background Note
| HBS Case Collection
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2002
(Revised from original 2001 version)
Implicit Predictors of Consumer Behavior
Gerald Zaltman, Nancy Puccinelli, Kathryn A. Braun and Fred W Mast PHD
An important distinction is drawn in psychology between explicit and implicit knowledge. Explicit knowledge refers to consciously held beliefs about an individual or object that often draws on the remembering of experiences in the past. In contrast, implicit knowledge refers to the cognitive associations a consumer holds between two constructs that exist outside his or her conscious awareness. Although it is possible that explicit and implicit knowledge correspond, the exciting opportunity for marketers is that often there is a discrepancy; that is, what a consumer believes explicitly may have no bearing on his or her actual behavior.
Keywords: Forecasting and Prediction;
Values and Beliefs;
Knowledge Sharing;
Consumer Behavior;
Opportunities;
Cognition and Thinking;
Citation: Zaltman, Gerald, Nancy Puccinelli, Kathryn A. Braun, and Fred W Mast PHD. " Implicit Predictors of Consumer Behavior." Harvard Business School Background Note 502-043, March 2002. (Revised from original October 2001 version.)
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Background Note
| HBS Case Collection
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2001
(Revised from original 2000 version)
Strategic Use of Music in Marketing, The: A Selective Review
Gerald Zaltman and Nancy Puccinelli
Summarizes selected research on music and its impact on mood and shopping behavior, and its impact on the communication of ideas.
Keywords: Communication Intention and Meaning;
Music Entertainment;
Marketing Strategy;
Consumer Behavior;
Behavior;
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Case
| HBS Case Collection
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2000
Dimensions of Brand Equity for Nestle Crunch Bar, The: A Research Case
Gerald Zaltman
An in-depth study of consumer thoughts and feelings about a branded candy bar.
Keywords: Customer Satisfaction;
Brands and Branding;
Consumer Behavior;
Mathematical Methods;
Food and Beverage Industry;
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Case
| HBS Case Collection
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1999
(Revised from original 1998 version)
Mind of the Market: Introduction to Neuroscience, Primer One
Gerald Zaltman and Kathryn A. Braun
Keywords: Markets;
Research;
Consumer Behavior;
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Case
| HBS Case Collection
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1999
(Revised from original 1998 version)
Mind of the Market: The Tools of Cognitive Neuroscience, Primer Two
Gerald Zaltman and Kathryn A. Braun
Keywords: Marketing;
Research;
Cognition and Thinking;
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Case
| HBS Case Collection
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1999
(Revised from original 1998 version)
Mind of the Market: Anatomical View of the Human Brain, Primer Three
Gerald Zaltman and Kathryn A. Braun
Keywords: Markets;
Research;
Consumer Behavior;
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Case
| HBS Case Collection
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1999
(Revised from original 1998 version)
Mind of the Market: The Objectivity of Experience, Primer Four
Gerald Zaltman and Kathryn A. Braun
Keywords: Markets;
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Case
| HBS Case Collection
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1999
(Revised from original 1998 version)
Mind of the Market: Genetics and Behavior, Primer Five
Gerald Zaltman and Kathryn A. Braun
Keywords: Markets;
Research;
Consumer Behavior;
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Case
| HBS Case Collection
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1999
(Revised from original 1998 version)
Mind of the Market: Top Down Cognitive Processes, Primer Six
Gerald Zaltman and Kathryn A. Braun
Keywords: Markets;
Research;
Consumer Behavior;
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Case
| HBS Case Collection
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1999
(Revised from original 1998 version)
Mind of the Market: Is the Human Brain a Computer? Primer Seven
Gerald Zaltman and Kathryn A. Braun
Keywords: Markets;
Research;
Consumer Behavior;
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Case
| HBS Case Collection
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1999
(Revised from original 1998 version)
Mind of the Market: The Emotional Brain, Primer Eight
Gerald Zaltman and Kathryn A. Braun
Keywords: Markets;
Research;
Consumer Behavior;
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Case
| HBS Case Collection
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1999
(Revised from original 1998 version)
Mind of the Market: Constructive Memory Processes, Primer Nine
Gerald Zaltman and Kathryn A. Braun
Keywords: Markets;
Research;
Consumer Behavior;
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Case
| HBS Case Collection
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1999
(Revised from original 1998 version)
Mind of the Market: Eliciting Hidden Knowledge, Primer Ten
Gerald Zaltman and Kathryn A. Braun
Keywords: Marketing;
Research;
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Background Note
| HBS Case Collection
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1998
ZMET Research Process, The
Gerald Zaltman
The steps in the ZMET interview are listed and defined as well as information on using the data.
Keywords: Research;
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Case
| HBS Case Collection
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1998
Human Element in Marketing Strategy,The: A Look at the Creative and Subjective Side
Das Narayandas and Gerald Zaltman
Explores the human element in formulating marketing strategy. A rewritten version of an earlier note. Includes color exhibits.
Keywords: Employees;
Marketing Strategy;
Creativity;
Perspective;
Citation: Narayandas, Das, and Gerald Zaltman. "Human Element in Marketing Strategy,The: A Look at the Creative and Subjective Side." Harvard Business School Case 598-105, February 1998.
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Background Note
| HBS Case Collection
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1997
Note on Customer Behavior
Gerald Zaltman
A review of selected key concepts that are useful for understanding customers. The importance of understanding customers is also discussed, along with a short description of new frontiers in the study of customer behavior.
Keywords: Knowledge;
Marketing;
Consumer Behavior;
Citation: Zaltman, Gerald. "Note on Customer Behavior." Harvard Business School Background Note 597-057, March 1997.
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