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Applied Consumer Psychology: How to use psychological insights in marketing
Autor:
Opis
Opis
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
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.
Producent/osoba odpowiedzialna za bezpieczeństwo produktu
Kogan Page Ltd
45 Gee Street
EC1V 3RS London
kpinfo@koganpage.com
+44 20 7278 0433
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
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.
Producent/osoba odpowiedzialna za bezpieczeństwo produktu
Kogan Page Ltd
45 Gee Street
EC1V 3RS London
kpinfo@koganpage.com
+44 20 7278 0433
Szczegóły
Szczegóły
Data wydania: 17.12.2025
Liczba stron: 432
Wymiary: 17.0x24.0
Typ okładki:miękka okładka
Wydawca: KOGAN PAGE LTD
Autor:
Tytuł:Applied Consumer Psychology: How to use psychological insights in marketing
EAN: 9781398620797
Recenzje
Recenzje
Produkt nie ma jeszcze recenzji.
Zamieszczenie recenzji nie wymaga logowania. Sklep nie prowadzi weryfikacji, czy autorzy recenzji nabyli lub użytkowali dany produkt.
Nasza cena:210,73 zł
Cena katalogowa dostawcy: 221,90 zł
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Dostępny od 17.12.2025
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