This is the only textbook to provide an applied, critical introduction to the role of psychology in marketing, branding and consumer behavior. Ideally suited for both students and professionals, the new edition is a complete primer on how psychology informs and explains marketing strategies, and how consumers respond to them.
The book provides comprehensive coverage of:
Motivation: the human needs at the root of many consumer behaviors and marketing decisions.
Perception: the nature of perceptual selection, attention, and organization and how they relate to the evolving marketing landscape.
Decision making: how and under what circumstances it is possible to predict consumer choices, attitudes, and persuasion.
Personality and lifestyle: how insight into consumer personality can be used to formulate marketing plans.
Social behavior: the powerful role of social influence on consumption.
Now featuring case studies throughout to highlight how psychological research can be applied in the marketplace, and insightful analysis of the role of digital media and new technologies, this award-winning textbook is required reading for anyone interested in this fascinating and evolving subject.
Table of Contents
Preface. 1. Introduction to Psychology and Marketing 2. Motivation 3. Perception 4. Learning 5. Decision Making 6. Attitudes 7. Personality and the Self-Concept 8. Social Influence
Allan J. Kimmel is a retired Professor of Marketing at ESCP Europe in Paris, France and served as a visiting professor at Université Paris IX-Dauphine (Paris) and ESSEC Business School (Paris), and visiting lecturer at TEC de Monterrey (Mexico), Universidad de San Andrés (Buenos Aires, Argentina), Turku School of Economics (Finland), and the University of Vaasa (Finland). His research and writing interests focus on consumer behavior, marketing and research ethics, deception, commercial rumors, connected marketing, and word of mouth.