Harvey Applied Consumer Psychology

How to use psychological insights in marketing
1. Auflage 2025
ISBN: 978-1-3986-2082-7
Verlag: Kogan Page
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 424 Seiten, Accessible EPUB

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.

Autoren/Hrsg.

Harvey, Gareth J

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Sozialwissenschaften Psychologie Psychologische Disziplinen Wirtschafts-, Arbeits- und Organisationspsychologie

Inhaltsverzeichnis

Section - ONE: Consumer psychology - theoretical essentials; Chapter - 01: An introduction to consumer psychology; Chapter - 02: Attention and perception; Chapter - 03: The psychology of motivation; Chapter - 04: The psychology of personality; Chapter - 05: The role of learning and memory in marketing; Section - TWO: Consumer psychology in action; Chapter - 06: The psychology of copywriting - words that sell; Chapter - 07: The psychology of branding; Chapter - 08: The psychology of advertising; Chapter - 09: The psychology of social media - likes, shares and sales; Chapter - 10: The psychology of price; Chapter - 11: The psychology of promotion; Chapter - 12: Psychology in the aisles - psychological influences in the shopping environment; Chapter - 13: The psychology of online shopping; Chapter - 14: The psychology of packaging; Chapter - 15: The science of persuasion; Chapter - 16: Market research - a psychological approach;

Über Autor(innen)

Harvey, Gareth J
Gareth J Harvey is a Professor at HEG Geneva, where he lectures in Consumer Psychology. Before joining HEG, he was Professor at Bangor University and the Course Director for the UK's first MSc in Consumer Psychology. He has taught a number of highly specialised masters modules including: Consumer Psychology: Theory, Nudges and Behaviour Change, and Applied Consumer Psychology. As the Director of the Laboratory of Consumer Psychology, he ran projects for Unilever, Cadburys, and Aldi; applying principles of psychology to improve their marketing.

He is a Chartered Psychologist and also Director of DECIDE, the UK's longest established independent marketing agency, and is also regularly featured radio and television, including BBC Radio where he seeks to explain the psychology behind current news stories.

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.