The Cambridge Handbook of Consumer Psychology

Consumers have experienced significant changes in consumption in the last two years, driven by shifts in habits, information landscape, identity challenges, and economic experiences. This handbook provides a critical overview of consumer psychology and its application in a constantly changing landscape, offering valuable insights for teachers, students, and researchers in psychology, marketing, management, economics, sociology, and anthropology.

Format: Paperback / softback
Length: 800 pages
Publication date: 06 April 2023
Publisher: Cambridge University Press

Consumers have undergone significant transformations in their consumption patterns over the past two years, driven by a multitude of factors such as shifts in habits, evolving information landscapes, challenges to personal identity, and new economic experiences of scarcity or abundance. As we navigate this dynamic environment, it is crucial to understand the implications of these experiences and how leading thinkers in the field of consumer psychology are applying both foundational knowledge and innovative insights to gain a deeper understanding of consumer behavior. This handbook aims to provide a comprehensive and critical overview of both fundamental topics in consumer psychology and those that are particularly relevant in the contemporary marketplace.

To begin, we will examine individual psychology, delving into the complex interplay of emotions, thoughts, and behaviors that shape consumer decision-making. We will explore the factors that influence consumer preferences, attitudes, and behaviors, including personality traits, cultural influences, and social norms. By understanding the individual factors that shape consumer behavior, we can better predict and respond to the needs and desires of consumers in a rapidly changing marketplace.

From there, we will broaden our perspective to consider the broader cultural and marketplace systems that influence consumer behavior. We will explore the role of advertising, marketing, and branding in shaping consumer perceptions and preferences, as well as the impact of social media and other digital platforms on consumer interactions and decision-making processes. We will also examine the economic factors that shape consumer behavior, including supply and demand dynamics, price elasticity, and consumer income distribution.

In addition to providing a theoretical framework, this handbook will also offer practical insights and strategies for practitioners working in the field of consumer psychology. We will discuss the latest research and findings in consumer behavior, as well as case studies and examples from real-world industries. We will also provide guidance on how informed readers can contribute to and evaluate our knowledge, including critical thinking skills, data analysis, and ethical considerations.

The Cambridge Handbook of Consumer Psychology, 2nd edition, is designed to serve as a valuable resource for teachers, graduate, and undergraduate students in psychology, marketing, management, economics, sociology, and anthropology. It provides a comprehensive and up-to-date overview of consumer psychology, covering both fundamental topics and those that are of particular relevance in the contemporary marketplace. By exploring the complex interplay between individual psychology, cultural and marketplace systems, and practical applications, this handbook aims to equip readers with the knowledge and skills necessary to thrive in today's dynamic consumer landscape.

ISBN-13: 9781009243964
Edition number: 2 Revised edition