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The New Consumer Psychology: Scanning buying behavior with MRI of the mind book cover

1st Edition

The New Consumer Psychology Scanning buying behavior with MRI of the mind

By Sang Min (Leo) Whang Copyright 2016
230 Pages 105 B/W Illustrations
by Routledge

230 Pages 105 B/W Illustrations
by Routledge

230 Pages 105 B/W Illustrations
by Routledge
Also available as eBook on:
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... Read more

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

Biography

Sang Min (Leo) Whang is a professor in the department of psychology at Yonsei University. He received his PhD in psychology from Harvard University. Dr. Whang’s main interests are the effects of socio-cultural circumstances on human behaviors and thoughts. His research interests cover multiple issues, including popular culture, digital media, consumer behavior, cyber space, online games, advertisements, image, and myth. However, much of his research explores the beliefs and common notions people have in daily life and identifies patterns of behavior in everyday contexts.

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