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Psychological Foundations of Marketing: The Keys to Consumer Behavior book cover

2nd Edition

Psychological Foundations of Marketing The Keys to Consumer Behavior

By Allan Kimmel, Allan J Kimmel Copyright 2018
484 Pages 67 B/W Illustrations
by Routledge

484 Pages 67 B/W Illustrations
by Routledge

484 Pages 67 B/W Illustrations
by Routledge
Also available as eBook on:
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... Read more

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

Biography

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.

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