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: Hardback
Length: 376 pages
Publication date: 03 April 2023
Publisher: SAGE Publishing

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 the book is the potential negative effects of using consumption to boost self-esteem. It discusses how excessive consumption can lead to materialism, consumerism, and a sense of dissatisfaction. The book emphasizes the importance of promoting sustainable and mindful consumption practices that prioritize consumer well-being over short-term gratification.

Consumer Psychology: Theories and Applications is an invaluable resource for advanced marketing students and applied psychology students interested in the business world. It provides a comprehensive coverage of psychological theories and their practical applications, equipping readers with the knowledge and tools necessary to navigate the complex dynamics of consumer behavior. The book also includes a chapter on research methods in consumer psychology, offering guidance for those completing 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 marketing and consumer psychology adds depth and authority to the textbook, making it a valuable resource for students and professionals alike.

In conclusion, Consumer Psychology: Theories and Applications is a groundbreaking textbook that offers a comprehensive and accessible exploration of psychological theories and their applications in consumer behavior. It provides valuable insights into why influencers with smaller follower counts can be more effective, the impact of brand sounds and scents on consumers, and the potential negative effects of excessive consumption. The book is an essential resource for advanced marketing students, applied psychology students, and professionals seeking to understand and leverage consumer psychology in their endeavors.

Weight: 840g
Dimension: 232 x 186 (mm)
ISBN-13: 9781473906976