Applied Consumer Psychology (how To Use Psychological Insights In Marketing)

By (author) Harvey, Gareth J
Short description/annotation:
Use this textbook to understand the psychological underpinning of the various challenges marketers face, from packaging and advertising to store design and copywriting, and how to apply them in practice.
Description:
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.
Table of contents:

• 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;

Review quote:
"Harvey''s Applied Consumer Psychology is a must-read for anyone looking to understand how psychology shapes the way we buy, choose and behave. Packed with engaging real-world examples, it breaks down the key concepts of consumer psychology in a way that''s both clear and relatable. Beyond its six foundational chapters, ten insightful applied chapters equip the reader with the tools needed to make informed, evidence-based decisions in real consumer contexts. This book is an invaluable guide for anyone seeking practical advice on consumer psychology challenges."
Review quote:
"Discover why certain ads stick, why BOGO deals are irresistible and why some stores make you buy everything. This book reveals the hidden psychology behind successful marketing and how to ethically influence consumer choices through better branding, pricing and customer experiences."
Review quote:
"Applied Consumer Psychology masterfully bridges the gap between rigorous psychological science and practical marketing application. Harvey has created an exceptionally comprehensive yet accessible guide that spans everything from fundamental attention and perception principles to cutting-edge insights on