The term ‘consumption’ is generally thought of as process by which individuals purchase goods and services. The New Consumer Psychology attempts to explain consumption as a social behavior that satisfies individual values and desires. In modern society, individual needs are no longer determined solely by age or gender, but by the life values and desires that one pursues. This book uncovers people's subjective experiences of consumption in the capitalist society with interesting inside stories ranging from politics to designer handbags.
The book also provides valuable consumer insights into business and individuals by going beyond the limitations of population statistics and demonstrates Q-methodology is used to analyse consumers’ subjective responses. This book is an interesting take on how we should shift our focus from products to people and explains why identification and interpretations of different consumer groups are important in smart targeting. Its content will definitely inspire marketing strategies and market effectiveness.
Prologue Part I: Psychology in the Marketplace 1. The Birth of Consumer Psychology 2. Steal My Heart 3. Psychologist Suggests a New Paradigm for Mind Inquiry 4. Your Mind Has Just Been Scanned Part II: Mission: Case Studies 5. Mission, Capture the Hearts of SK Wyverns’Fans 6. Reveal the Minds on Phone bills Part III: The President and Louis Vuitton 7. The Digital Freaks are coming 8. 21st Century’s Digital Neo-anthropinae Lifestyle 9. Marketing Psychology hidden in Brand Name Consumption Epilogue