Consumer Psychology: Theories & Applications

Consumer Psychology: Theories and Applications is the first textbook that systematically discusses psychological theories and their applications in consumer behavior in an accessible style. It covers classic and contemporary theories, and applications from state-of-the-art research. It is essential reading for advanced marketing and applied psychology students, and includes a chapter on research methods.

Format: Paperback / softback
Length: 376 pages
Publication date: 03 April 2023
Publisher: SAGE Publications Ltd

Consumer Psychology: Theories and Applications is a comprehensive textbook that delves into a wide array of psychological theories and their practical applications in understanding consumer behavior. It offers a systematic and accessible approach to exploring these concepts, encompassing both classic theories and contemporary developments. The book's applications in consumer behavior are drawn from cutting-edge research, firmly grounded in theoretical frameworks and offering practical implications for marketers and businesses.

In addressing the question of why influencers with smaller follower counts can sometimes be more effective than mega influencers, the book explores various factors. It examines the impact of authenticity, niche expertise, and personal connections on audience engagement and loyalty. It also sheds light on the importance of building trust and credibility with a targeted audience, which can be more valuable than a large but impersonal following.

Furthermore, the book delves into the captivating world of brand sounds and their influence on consumers. It explores how the melodies, rhythms, and tones of brand jingles and advertisements can create a strong emotional connection with shoppers, influencing their purchasing decisions. The chapter also discusses the use of scent and lighting in retail environments and their impact on customer experiences and behavior.

Another intriguing aspect explored in Consumer Psychology: Theories and Applications is the potential negative effects of using consumption to boost self-esteem. The book discusses how excessive consumption and materialism can lead to feelings of dissatisfaction, anxiety, and even addiction. It highlights the importance of promoting balanced and sustainable consumption practices that prioritize consumer well-being over short-term gratification.

The textbook is particularly valuable for advanced marketing students and applied psychology students interested in the business world. It includes a comprehensive chapter on research methods in consumer psychology, providing practical guidance for those undertaking dissertation projects in this field.

Hazel Huang, the book's author, holds a Chartered Marketer designation from the Chartered Institute of Marketing and serves as an Assistant Professor in Marketing at Durham University Business School, UK. Her expertise in consumer psychology and marketing adds depth and authority to the textbook, making it an essential resource for students and professionals alike.

In conclusion, Consumer Psychology: Theories and Applications is a comprehensive and insightful textbook that provides a thorough exploration of psychological theories and their practical applications in consumer behavior. It offers a valuable resource for advanced marketing students, applied psychology students, and professionals seeking to understand and leverage consumer insights to drive business success.

Weight: 676g
Dimension: 186 x 233 x 22 (mm)
ISBN-13: 9781473906983