The Psychology of Consumer Behavior
Book Details
Format
Hardback or Cased Book
ISBN-10
0898598575
ISBN-13
9780898598575
Publisher
Taylor & Francis Inc
Imprint
Lawrence Erlbaum Associates Inc
Country of Manufacture
US
Country of Publication
GB
Publication Date
May 1st, 1990
Print length
230 Pages
Weight
590 grams
Product Classification:
Consumerism Psychology Sales & marketing
Ksh 27,900.00
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The authors bring together a broad survey of small answers to a big question: "Why do consumers do what they do?". They present current psychological theory and research as it illuminates fundamental issues of behaviour, emphasizing how it can be employed to influence consumers.
After years of study in the area of consumer behavior, Mullen and Johnson bring together a broad survey of small answers to a big question: "Why do consumers do what they do?" This book provides an expansive, accessible presentation of current psychological theory and research as it illuminates fundamental issues regarding the psychology of consumer behavior. The authors hypothesize that an improved understanding of consumer behavior could be employed to more successfully influence consumers'' use of products, goods, and services. At the same time, an improved understanding of consumer behavior might be used to serve as an advocate for consumers in their interactions in the marketplace.
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