Consumer Psychology

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McGraw-Hill Education (UK), Jan 1, 2010 - Psychology - 258 pages
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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.
 

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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.

Contents

2 Consumer memory and learning
14
3 Perception and attention
38
4 Identity and consumption
54
5 The emotional consumer
69
6 Attitudes
82
7 Advertising psychology
96
8 Motivational determinants of consumer behaviour
115
9 Consumer decisionmaking and brand loyalty
131
11 Children as consumers
158
12 Consumption and happiness
172
13 Consumers and the environment
186
References
199
Author index
239
Subject index
253
Back cover
261
Copyright

10 The Internet
147

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