Applied Consumer Psychology

<p><b>Understanding the psychological elements of consumer behaviour is key for marketing success. This practical textbook for undergraduate and postgraduate students will enable them to apply this knowledge across marketing tasks.</b><br><br><b><i>Applied Consumer Psychology </i></b>is ideal for students of consumer psychology, specifically at final year undergraduate and postgraduate levels. It is structured around the different practical tasks that marketers face every day. <br><br>This textbook:<br>- features chapters on attention, motivation, personality and consumer learning <br>- demonstrates how these are used in practice across the marketing function<br>- shows how language in copywriting can affect perception of discount pricing and how eye-tracking technology can help understand what really captures people's attention in advertisements<br><br>The topics are explored using the latest research and applications, discussing the psychological mechanisms that explain the behaviour. <i>Applied Consumer Psychology </i>will be supported by pedagogical features such as chapter summaries, a glossary of terms and multiple choice questions to help reinforce student learning. Online resources include lecturer PowerPoint slides and interactive experiments.</p>