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Books > Social sciences > Psychology > Cognition & cognitive psychology
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Context and Cognition in Consumer Psychology - How Perception and Emotion Guide Action (Hardcover)
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Context and Cognition in Consumer Psychology - How Perception and Emotion Guide Action (Hardcover)
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Context and Cognition in Consumer Psychology is concerned with the
psychological explanation of consumer choice. It pays particular
attention to the roles of perception and emotion in accounting for
consumers' actions and their interaction with the desires and
beliefs in terms of which consumer choice is frequently analyzed.
In this engaging book, Gordon Foxall extends and elaborates his
theory of consumer action, based on the philosophical strategy of
Intentional Behaviorism. In doing so, he introduces the concept of
contingency-representation to explore the ways in which consumers
mentally represent the consequences of past decisions and the
likely outcomes of present consumption. The emphasis is on action
rather than behavior and the manner in which the intentional
consumer-situation, as the immediate precursor of consumer choice,
can be reconstructed in order to explain consumer actions in the
absence of the environmental stimuli required by behaviorist
psychology. The result is a novel reaffirmation of the role of
cognition in the determination of consumer choice. Besides the
concept of contingency-representation which the author introduces,
the analysis draws upon psychoanalytic concepts, theories of
cognitive structure and processing, and the philosophy of
perception to generate a stimulating synthesis for consumer
research. The book will be of interest to students and researchers
in consumer behavior and economic psychology and to all who seek a
deeper interdisciplinary understanding of the contextual and
cognitive interactions that guide choice in the market place.
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