Psychology is central to an effective understanding of consumption behaviours. The aim of this book is to provide an overall understanding for why people consume certain products and services and how this affects their behaviour and psychological well being.
What people are saying - Write a review
page 131- 138 really gives a good understanding of these heuristic roles which when you really think about it makes sense. Experience is really the best teacher. So avoid those that where bad and go for a more positive approach.
3 Perception and attention
4 Identity and consumption
5 The emotional consumer
7 Advertising psychology
8 Motivational determinants of consumer behaviour
9 Consumer decisionmaking and brand loyalty
10 The Internet