The Psychology of Consumer Behavior: 1st Edition (Hardback) book cover

The Psychology of Consumer Behavior

1st Edition

By Brian Mullen, Craig Johnson

Psychology Press

230 pages

Purchasing Options:$ = USD
Hardback: 9780898598575
pub: 1990-05-01
eBook (VitalSource) : 9780203782002
pub: 2013-06-17
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After years of study in the area of consumer behavior, Mullen and Johnson bring together a broad survey of small answers to a big question: "Why do consumers do what they do?" This book provides an expansive, accessible presentation of current psychological theory and research as it illuminates fundamental issues regarding the psychology of consumer behavior. The authors hypothesize that an improved understanding of consumer behavior could be employed to more successfully influence consumers' use of products, goods, and services. At the same time, an improved understanding of consumer behavior might be used to serve as an advocate for consumers in their interactions in the marketplace.


"…a good foundation for further exploration of the psychology of consumer behavior."

Contemporary Psychology

"…the book is richly illustrated with examples….[and its] value…lies in providing an elementary introduction to the area."

European Work and Organizational Psychologist

Table of Contents

Contents: Preface. Introduction. Perception. Cognition and Memory. Cognition and Persuasion. Learning. Emotion. Motivation. Intention and Behavior. Behavioral Feedback and Product Life Cycle. The Social Context. The Cultural Context. Sales Interactions. Applications to Nonprofit Settings.

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Consumer Behavior