Online Consumer Psychology : Understanding and Influencing Consumer Behavior in the Virtual World
Book Details
Format
Hardback or Cased Book
ISBN-10
0805851542
ISBN-13
9780805851540
Publisher
Taylor & Francis Inc
Imprint
Psychology Press
Country of Manufacture
US
Country of Publication
GB
Publication Date
Jan 13th, 2005
Print length
574 Pages
Weight
946 grams
Dimensions
23.80 x 16.10 x 3.40 cms
Product Classification:
Market research
Ksh 34,200.00
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0 in stock
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This edited volume--sponsored by the SCP and similar to Schumann/Thorson "Advertising and the World Wide Web (`99)"--contains historical and theoretical foundations of the Internet. It will discuss the structure of Web advertising and serves to better ac
Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online.
The theories and research methods help provide greater insight into the processes underlying consumer behavior in online environments.
Broken into six sections, this book:
- focuses on community and looks at the Internet''s ability to bring like-minded individuals from around the world into one forum;
- examines issues related to advertising, specifically click-through rates and advertising content placed within gaming online and wireless networks;
- provides readers with reasons why consumers customize products and the benefits of customization;
- discusses the psychological effects of site design;
- asks the question of whether the Internet empowers consumers to make better decisions; and
- discusses research tools that can be used online.
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