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Consumer Psychology: Theories & Applications
Paperback
Investing & FinanceMarketingGeneral Psychology
ISBN13: 9781473906983
Publisher: Sage Publications Ltd
Published: May 23 2023
Pages: 376
Weight: 1.41
Height: 0.77 Width: 7.50 Depth: 9.25
Language: English
Why are influencers with a smaller number of followers sometimes more effective than the mega influencers? Why are the sounds of brands, such as Coca-Cola and Kit Kat, attractive to consumers? How does music, scent, or lighting influence shoppers? Why can using consumption to boost self-esteem be negative to consumer well-being? Readers will explore these questions and more.
This textbook is essential reading for advanced marketing students and also applied psychology students looking at the business world. It includes a chapter on research methods in consumer psychology and can also provide a vital guide for those completing a dissertation project in consumer psychology.
Hazel Huang is a Chartered Marketer of the Chartered Institute of Marketing and an Assistant Professor in Marketing at Durham University Business School, UK.
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