Use this textbook to understand the psychological underpinning of the various challenge marketers face, from packaging and advertising to store design and copywriting, and how to apply them in practice.

Understanding the psychological elements of consumer behaviour is key for marketing success. This practical textbook will enable students to apply this knowledge across marketing tasks, from brand redesign to crafting a pricing strategy. Applied Consumer Psychology is structured around the different practical tasks that marketers face every day. The topics are explored using the latest research and applications, discussing the psychological mechanisms that explain the behaviour. Alongside classic experiments and theories such as Prospect Theory and Cialdini's Seven Principles of Persuasion, the book provides comprehensive coverage of contemporary research and findings. It features chapters on attention, motivation, personality and consumer learning and then demonstrates how these are used in practice across the marketing function. Students will learn 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. Real-world examples from companies such as Persil, Boehringer Ingelheim and Cadburys bring these chapters to life. It 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. Applied Consumer Psychology is ideal for students of consumer psychology, specifically at final year undergraduate and postgraduate levels.

Online resources: lecturer PowerPoint slides, multiple choice questions and interactive experiments.

Autorentext
Gareth 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.

Inhalt

• Section - ONE: Consumer Psychology - The Basics;
• • Chapter - 01: An Introduction to Consumer Psychology;
  • Chapter - 02: Attention and Perception;
  • Chapter - 03: Motivation and Personality;
  • Chapter - 04: Learning and Memory;
  • Chapter - 05: Attitudes;
• Section - TWO: Consumer Psychology in Action;
• • Chapter - 06: Words that work, the Psychology of Copywriting;
  • Chapter - 07: The Psychology of Persuasion;
  • Chapter - 08: The Psychology of Branding;
  • Chapter - 09: The Psychology of Advertising;
  • Chapter - 10: The Psychology of Social Media;
  • Chapter - 11: The Psychology of Pricing;
  • Chapter - 12: The Psychology of Promotion - Special Offers & Competitions;
  • Chapter - 13: Psychology in the Aisles - Psychological Influences in the Shopping Environments;
  • Chapter - 14: The Psychology of Online Shopping;
  • Chapter - 15: The Psychology of Packaging;
  • Chapter - 16: Market Research - A Psychological Approach;
  • Chapter - 17: Glossary