Consumer Psychology : Theories & Applications - Hazel Huang

Consumer Psychology

Theories & Applications

By: Hazel Huang

Hardcover | 20 March 2023

At a Glance

Hardcover


$234.90

or 4 interest-free payments of $58.73 with

 or 
In Stock and Aims to ship in 1-2 business days

When will this arrive by?

Consumer Psychology: Theories and Applications is the first textbook that systematically discusses a wide range of the psychological theories and their applications in consumer behaviour in an accessible style. The selected psychological theories include both classic theories and contemporary developments, and the applications in consumer behaviour draw from state-of-the-art research underpinned by theories and practical implications.

Why are influencers with a smaller number of followers sometimes more effective than the mega influencers? Why are the sounds of brands, such as Coca-Cola and Kit Kat, attractive to consumers? How does music, scent, or lighting influence shoppers? Why can using consumption to boost self-esteem be negative to consumer well-being? Readers will explore these questions and more.

This textbook is essential reading for advanced marketing students and also applied psychology students looking at the business world. It includes a chapter on research methods in consumer psychology and can also provide a vital guide for those completing a dissertation project in consumer psychology.

Hazel Huang is a Chartered Marketer of the Chartered Institute of Marketing and an Assistant Professor in Marketing at Durham University Business School, UK.

More in Sales & Marketing

Influence, New and Expanded : The Psychology of Persuasion - Robert B. Cialdini
Principles of Marketing : 8th Edition - Gary Armstrong

RRP $182.95

$131.90

28%
OFF
How Brands Grow : What Marketers Don't Know - Byron Sharp

RRP $59.95

$38.25

36%
OFF
Ogilvy on Advertising - David Ogilvy

RRP $32.99

$27.75

16%
OFF
By My Hands : A Potter's Apprenticeship - Florian Gadsby

RRP $49.99

$38.75

22%
OFF
Positioning : The Battle for Your Mind - Al Ries

RRP $30.95

$24.90

20%
OFF
Cult Status : Building a Business that People Adore - Tim Duggan
E-commerce 2023-2024 : business. technology. society : 18th Edition - Carol Traver