Why do people behave and think the way they do? What makes people
choose certain products and services? How does consumption affect
our everyday lives? Informed by psychological theory and supported
by research, this book provides an overall understanding of
consumer behaviour and underlying thought processes. 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.
It explores key theories within social, cognitive and
developmental psychology to show how psychology can help explain
consumption behaviours. These include: Memory Learning Perception
Attention Emotions Decision making
Each chapter features an introduction, key terms and a summary
as well as study questions or class exercises that encourage you to
think critically about the subjects covered. Each topic is
illustrated with real-life examples, including adverts and case
studies, allowing you to relate the theory to everyday life.
Written in a clear and accessible style, this book is essential
reading for students of consumer psychology. It is also important
reading for anyone studying consumption, whether in marketing,
consumer behaviour, sociology, anthropology or business
studies.
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