- This textbook for undergraduate (Level 6) 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
- Real-world examples from companies including Persil, Boehringer Ingelheim and Cadbury will bring these chapters to life
- 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
400 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
- includes real-world examples from Persil, Boehringer Ingelheim and Cadbury
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 lectures in Consumer Psychology at HEG Geneva, Switzerland. He is also a guest lecturer Lancaster University, UK and Bangor University, UK, where he was previously Professor in Consumer Psychology. In his previous role as the Director of the Laboratory of Consumer Psychology, he ran projects for the likes of Unilever, Cadbury and Aldi, applying principles of psychology to improve their marketing. He is a Chartered Psychologist and also the Director of Consumer Psychology for DECIDE, the UK's longest established independent marketing agency, and is regularly featured on radio and television, including BBC Radio.
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