Psychological Foundations of Marketing: The Keys to Consumer Behavior

Allan J Kimmel

January 12, 2018 by Routledge
Textbook - 466 Pages - 67 B/W Illustrations
ISBN 9781138219151 - CAT# Y291386

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Features

Includes case studies throughout, plus a glossary and ‘key issues’ feature

Critical perspective integrated throughout

Includes coverage of digital marketing, product design and how to market to millennials

Will appeal to students across psychology and marketing, as well as professionals looking for a concise overview

Summary

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.

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