Consumer Psychology : An Introduction

A Thorough Resource for Understanding the Applications of Consumer Psychology in Marketing and Innovation

Consumer Psychology: An Introduction explores the many applications of psychology in consumer research and marketing strategy. It reviews the main theories and recent studies in the areas of cognition, behavior, and affectivity and provides a survey of the various methodologies of the different sub-disciplines, including the latest contributions from neuroscience.

The work consider the main topics of consumer psychology from the viewpoint of their contributions to marketing. While it aims to provide a comprehensive overview of the discipline, the work also guides the reader step-by-step through theories and data for a straightforward understanding of their practical applications. Core topics covered within the work include:

• Psychological research and applications, including case histories and real-life examples
• The different fields within consumer psychology and how the different approaches relate to different methodologies and outcomes.
• The state-of-the-art research and analysis in consumer psychology literature and how it translates into consumer insight
• Interviews and commentaries from marketing and advertising professionals

Consumer Psychology: An Introduction will appeal to marketing and design professionals who need to apply psychology to their business agendas in the attempt to adopt truly consumer-centric approaches. Undergraduate and postgraduate students of applied psychology and related fields will also derive value from the work by learning about both theoretical and practical application of the concepts discussed within.