Synopses & Reviews
Psychology is central to the comprehension of consumption behaviours. Without the understanding of how humans function it is impossible to properly explain what makes consumers behave the way they do. The aim of the book is to introduce the reader to a selection of Consumer Psychology areas that are essential to understanding consumer behaviours, such as emotions, advertising, decision making, memory, learning, attention, and perception. It also explores additional areas such as identity, happiness and environmental consequences of consumption that ultimately also influences consumer motivation, behaviour, and decision making.
Through thirteen chapters this text gives the reader an opportunity to familiarise themselves with how traditional psychological theories can be applied to explain consumer behaviour. Furthermore, it also outlines and examines recently conducted consumer psychology, marketing, communication, advertising and consumer behaviour studies that provide a deeper level of understanding of consumption.
Each chapter contains a brief introduction, a short summary as well as study questions or class exercises that will enable the reader to think critically about the topics covered. The book is most appropriate for undergraduate level courses in psychology, consumer behaviour, marketing, and advertising as well as for those in related fields such as sociology and anthropology. It may also be useful for postgraduate students who wish to acquaint themselves with certain aspects of Consumer Psychology or for those that have not previously studied Consumer Psychology.
Synopsis
Why do people behave and think the way they do? What makes people choose certain products and services? How does consumption affect our everyday lives? Informed by psychological theory and supported by research, this book provides an overall understanding of consumer behaviour and underlying thought processes. Psychology is central to an effective understanding of consumer behaviour and this book shows how it can be used to explain why people choose certain products and services, and how this affects their behaviour and psychological well-being. It explores key theories within social, cognitive and developmental psychology to show how psychology can help explain consumption behaviours. These include:
- Memory
- Learning
- Perception
- Attention
- Emotions
- Decision making
Each chapter features an introduction, key terms and a summary as well as study questions or class exercises that encourage you to think critically about the subjects covered. Each topic is illustrated with real-life examples, including adverts and case studies, allowing you to relate the theory to everyday life.
Written in a clear and accessible style, this book is essential reading for students of consumer psychology. It is also important reading for anyone studying consumption, whether in marketing, consumer behaviour, sociology, anthropology or business studies.
About the Author
Dr Cathrine V. Jansson-Boyd is Senior Lecturer in the Department of Psychology at Anglia Ruskin University, Cambridge, UK.
Table of Contents
Contents
Consumer psychology: what it is and how it emerged
Consumer memory and learning
Perception and attention
Identity and consumption
The emotional consumer
Attitudes
Advertising psychology
Motivational determinants of consumer behaviour
Consumer decision making and brand loyalty
The Internet
Children as consumers
Consumption and happiness
Consumers and the environment
References
Author index
Subject index