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Consumer Psychology
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Consumer Psychology
Theories & Applications



April 2023 | 328 pages | SAGE Publications Ltd
Consumer Psychology: Theories and Applications is the first textbook that systematically discusses a wide range of the psychological theories and their applications in consumer behaviour in an accessible style. The selected psychological theories include both classic theories and contemporary developments, and the applications in consumer behaviour draw from state-of-the-art research underpinned by theories and practical implications.

Why are influencers with a smaller number of followers sometimes more effective than the mega influencers? Why are the sounds of brands, such as Coca-Cola and Kit Kat, attractive to consumers? How does music, scent, or lighting influence shoppers? Why can using consumption to boost self-esteem be negative to consumer well-being? Readers will explore these questions and more.

This textbook is essential reading for advanced marketing students and also applied psychology students looking at the business world. It includes a chapter on research methods in consumer psychology and can also provide a vital guide for those completing a dissertation project in consumer psychology.  

Hazel Huang is a Chartered Marketer of the Chartered Institute of Marketing and an Assistant Professor in Marketing at Durham University Business School, UK.

 
Introduction
 
Consumer Knowledge
 
Consumer Inference and Evaluation
 
Consumer Implicit Cognition
 
Consumer Development and Socialisation
 
Emotions in Consumer Behaviour
 
Consumer Motivation
 
Consumer Identity - I Shop; Therefore, I am
 
Environmental Psychology and Consumer Behaviour
 
Evolutionary Psychology and Consumer Behaviour
 
Consumer Well-Being
 
Research Methods in Consumer Psychology

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Paperback
ISBN: 9781473906983
$55.00

Hardcover
ISBN: 9781473906976
$140.00