Book description
After years of study in the area of consumer behavior, Mullen and Johnson bring together a broad survey of small answers to a big question: "Why do consumers do what they do?" This book provides an expansive, accessible presentation of current psychological theory and research as it illuminates fundamental issues regarding the psychology of consumer behavior. The authors hypothesize that an improved understanding of consumer behavior could be employed to more successfully influence consumers' use of products, goods, and services. At the same time, an improved understanding of consumer behavior might be used to serve as an advocate for consumers in their interactions in the marketplace.Table of contents
- Cover
- Halftitle
- Title
- Copyright
- Dedication
- Contents
- Preface
- 1 Introduction
-
2 Perception
- Measurement of Awareness
- Characteristics of the Stimulus Situation: “Perception by Exception”
- Characteristics of the Human Perception Process: Gestalt Principles
- Effects of the Other Internal Processes on Perception
- Subliminal Perception
- Conclusion: If a Tree Falls in the Forest, and No One Is There to Hear It…
- 3 Cognition and Memory
- 4 Cognition and Persuasion
- 5 Learning
- 6 Emotion
- 7 Motivation
- 8 Intention and Behavior
- 9 Behavioral Feedback and Product Life Cycle
- 10 The Social Context
- 11 The Cultural Context
- 12 Sales Interactions
- 13 Applications to Nonprofit Settings
- Afterword
- Glossary
- References
- Credits
- Author Index
- Subject Index
Product information
- Title: The Psychology of Consumer Behavior
- Author(s):
- Release date: June 2013
- Publisher(s): Psychology Press
- ISBN: 9781134932894
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