- This textbook for upper-level undergraduate and postgraduate students is structured around different practical tasks that marketers face every day, exploring these using latest research and applications
- Features chapters on attention, motivation, personality and consumer learning to demonstrate the psychological mechanisms that have an impact on everything from product pricing to store design
- Supported by learning features such as chapter summaries, illustrations, a glossary of key terms and sample questions
- Online resources: lecturer PowerPoint slides, multiple choice questions and interactive experiments.
Applied Consumer Psychology
How to use psychological insights in marketing
Use this textbook to understand the psychological underpinning of the various challenges marketers face, from packaging and advertising to store design and copywriting, and how to apply them in practice.
Key features at a glance
EAN: 9781398620797
Edition: 1
Published:
Format: 240x170
432 pages
About the book
Understanding the psychological elements of consumer behaviour is key for marketing success. This practical textbook for undergraduate and postgraduate students will enable them to apply this knowledge across marketing tasks.
Applied Consumer Psychology is ideal for students of consumer psychology, specifically at final year undergraduate and postgraduate levels. It is structured around the different practical tasks that marketers face every day.
This textbook:
- features chapters on attention, motivation, personality and consumer learning
- demonstrates how these are used in practice across the marketing function
- shows how language in copywriting can affect perception of discount pricing and how eye-tracking technology can help understand what really captures people's attention in advertisements
The topics are explored using the latest research and applications, discussing the psychological mechanisms that explain the behaviour. Applied Consumer Psychology will be supported by pedagogical features such as chapter summaries, a glossary of terms and multiple choice questions to help reinforce student learning. Online resources include lecturer PowerPoint slides and interactive experiments.
About the authors
Gareth J Harvey is a chartered psychologist, whose career bridges the worlds of academia and industry. As a former professor of consumer psychology, he spent over a decade researching and leading programmes at universities in Genève, Paris and North Wales. He later transitioned into industry, working as Director of Consumer Psychology at Decide, the UKs longest established creative agency, shaping campaigns for household names including Procter & Gamble, Dr Oetker and Cadbury. Today, he brings his expertise to Severn Trent, working in partnership with Nectar, the UK's largest loyalty programme.
Harvey's Applied Consumer Psychology is a must-read for anyone looking to understand how psychology shapes the way we buy, choose and behave. Packed with engaging real-world examples, it breaks down the key concepts of consumer psychology in a way that's both clear and relatable. Beyond its six foundational chapters, ten insightful applied chapters equip the reader with the tools needed to make informed, evidence-based decisions in real consumer contexts. This book is an invaluable guide for anyone seeking practical advice on consumer psychology challenges.
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