Description
Book Synopsisâ Why do people behave and think the way they do?
â What makes people choose certain products and services?
â How does consumption affect our everyday lives?
Informed by psychological theory and supported by research, Consumer Psychology provides an overview to understanding consumer behaviour and underlying thought processes. Written in a clear and accessible style it is an essential read for students of consumer psychology. It is also important reading for anyone studying consumption, whether in marketing, consumer behaviour, sociology, anthropology, business studies, cyber psychology or sustainability.
Psychology is central to an effective understanding of consumer behaviour and this book shows how it can be used to explain why people choose certain products and services, and how this affects their behaviour and psychological well-being.
This book explores key theories from a broad range of psychology disciplines to
Table of Contents
1 Consumer Psychology: What it is and how it emerged
2 Consumer memory and learning
3 Perception and attention
4 Identity and consumption
5 The emotional consumer
6 Attitudes
7 Advertising psychology
8 Motivational determinants of consumer behaviour
9 Consumer decision-making and brand loyalty
10 The Internet
11 Children as consumers
12 Consumption and happiness
13 Consumers and the environment
