The Psychology of Consumer Profiling in a Digital Age

1st Edition

Barrie Gunter

Routledge
Published August 7, 2018
Reference - 258 Pages
ISBN 9781138340749 - CAT# K394155
Series: Routledge Studies in Marketing

For Instructors Request Inspection Copy

was $49.95

USD$39.96

SAVE ~$9.99

Add to Wish List
FREE Standard Shipping!

Summary

Understanding how consumers choose between different products and services is a crucial part of professional marketing. Targeting brands at the consumers most likely to be interested in them is another critical aspect of business success. Marketers need to know what consumers think about brands, why they like them and what purposes they serve. This means delving into the psychology of the consumer to find ways of differentiating between consumers and matching brands to consumer niches at the level of consumers’ relationships with brands. Using psychology to segment consumers has been regarded as a valuable adjunct to standard geo-demographic definitions of market segments.

The Psychology and Consumer Profiling in a Digital Age examines how this field of ‘psychographics’ has evolved, the different approaches to psychological segmentation of consumers, the different ways in which it has been applied in consumer marketing settings, and whether psychographics works. It draws upon research from around the world and incorporates its analysis of the use of psychographics with an examination of major shifts in marketing in a digital and global era.

Instructors

We provide complimentary e-inspection copies of primary textbooks to instructors considering our books for course adoption.

Request an
e-inspection copy

Share this Title