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This Handbook contains a unique collection of chapters written by
the world's leading researchers in the dynamic field of consumer
psychology. Although these researchers are housed in different
academic departments (ie. marketing, psychology, advertising,
communications) all have the common goal of attaining a better
scientific understanding of cognitive, affective, and behavioral
responses to products and services, the marketing of these products
and services, and societal and ethical concerns associated with
marketing processes. Consumer psychology is a discipline at the
interface of marketing, advertising and psychology. The research in
this area focuses on fundamental psychological processes as well as
on issues associated with the use of theoretical principles in
applied contexts. The Handbook presents state-of-the-art research
as well as providing a place for authors to put forward suggestions
for future research and practice. The Handbook is most appropriate
for graduate level courses in marketing, psychology,
communications, consumer behavior and advertising.
Applying Social Cognition to Consumer-Focused Strategy, a book in
the Advertising and Consumer Psychology series sponsored by the
Society for Consumer Psychology, focuses on the most important
recent developments at the interface of social cognition and
marketing, and develops integrative theoretical frameworks with
rich practical implications. More specifically, the chapters offer
a novel and thought-provoking perspective on consumer-focused
strategy--or the effects of marketing stimuli and activities on an
integrated system of consumer processes and responses. Divided into
four parts, this book: *offers new perspectives on consumer
information processing, selective or one sided information
processing, and attribution theory; *discusses how asking questions
in focus groups, surveys, and experiments leads consumers to create
opinions that would not have occurred to them otherwise; *advances
a new approach for modeling uncertainty and a new framework for
thinking about uncertainty; *summarizes recent developments
concerning the Implicit Association Test and their implications for
branding strategy; *develops a new approach for analyzing the
effects of intention on behavior and unplanned purchase behaviors;
*discusses the devaluation effect and shows both how implementation
intentions can be used to increase new product consumption and also
how promotion versus prevention regulatory focus influences
consumer preferences; and *focuses on consumer information
processing and persuasion. The text is intended for advanced
graduate students, academics, and practitioners who embrace
cutting-edge paradigms and methodologies in social-cognitive
consumer research.
"Applying Social Cognition to Consumer-Focused Strategy," a book in
the Advertising and Consumer Psychology series sponsored by the
Society for Consumer Psychology, focuses on the most important
recent developments at the interface of social cognition and
marketing, and develops integrative theoretical frameworks with
rich practical implications. More specifically, the chapters offer
a novel and thought-provoking perspective on consumer-focused
strategy--or the effects of marketing stimuli and activities on an
integrated system of consumer processes and responses.
Divided into four parts, this book:
*offers new perspectives on consumer information processing,
selective or one sided information processing, and attribution
theory;
*discusses how asking questions in focus groups, surveys, and
experiments leads consumers to create opinions that would not have
occurred to them otherwise;
*advances a new approach for modeling uncertainty and a new
framework for thinking about uncertainty;
*summarizes recent developments concerning the Implicit Association
Test and their implications for branding strategy;
*develops a new approach for analyzing the effects of intention on
behavior and unplanned purchase behaviors;
*discusses the devaluation effect and shows both how implementation
intentions can be used to increase new product consumption and also
how promotion versus prevention regulatory focus influences
consumer preferences; and
*focuses on consumer information processing and persuasion.
The text is intended for advanced graduate students, academics, and
practitioners who embrace cutting-edge paradigms and methodologies
in social-cognitive consumer research.
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