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"The APA Handbook of Consumer Psychology presents a comprehensive survey of the field, including historical reviews and critical sources of information in both core and emerging literature. This 33-chapter handbook is designed as a library reference that captures up-to-date content on consumer psychology, with insights offered by an outstanding roster of contributors. Broad coverage areas include perspectives on consumer psychology, consumer characteristics and contexts, use of psychology to communicate with consumers, consumer cognitions and affect, and use of psychology to carry out business functions. Chapters pinpoint practical issues; probe unresolved and controversial topics in a balanced manner; and present future theoretical, research, and practice trends. The handbook provides a starting point for an examination of consumer psychology and ways to move the knowledge forward in this meaningful and vital area of human behavior"--

Consumers - Psychology --- Consumer behavior --- Consumers - Attitudes --- Consumers --- Consumer behavior. --- Psychology. --- Attitudes.

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"Neuromarketing studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer's preference, what a customer reacts to, and why consumers make certain decisions. This scientific approach to marketing has helped many brands and companies determine how to best market their products to different demographics and consumer groups. Brainfluence explains how to practically apply neuroscience and behavior research to everyday marketing problems. This book is designed to be a practical guide with quick and easy takeaways offered in 60 short chapters, each containing one key strategy. The chapters are organized into major groups, mainly by application: in-person sales, Web marketing, print advertising, and many others. The book explains several key concepts, including: New insights into what makes people buy, Ways for brands to form emotional bonds with customers, Short, easy to digest ideas that can be accessed in any order, Techniques for all types of businesses, including small businesses and non-profits This book contains practical, easy-to-understand ways to improve marketing, advertising, and sales efforts"--

Neuromarketing --- Applied marketing --- marketingstrategie --- neuropsychologie --- Marketing --- Advertising --- Consumers --- Psychological aspects --- Psychology --- Neuromarketing. --- Psychological aspects. --- Psychology. --- Marketing - Psychological aspects --- Advertising - Psychological aspects --- Consumers - Psychology

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"Marketing and advertising theories tend to reflect the national culture of their author, and to assume a population of global consumers. In this book, Marieke de Mooij, an experienced world pioneer in the field of marketing and advertising, shows that global consumers do not exist, instead she focuses on consumers as real people with real differences. Knowing and understanding this variety of consumers' cultures in an essential condition for becoming an international marketing professional." Geert Hofstede, author of Culture's Consequences. This new edition of Marieke de Mooij's Consumer Behavior & Culture continues to explore how cultural influences can affect consumer behavior. Using her own model of consumer behavior, the author addresses the fundamental questions about consumption - what do people buy, why do they buy it and how they buy. This edition has been updated to include : an insight into the different roles of the internet and the growing influence of social media ; An exploration og the various psychological and sociological aspects of human behavior, such as concept of self, personality, group influence, motivation, emotion, perception, and information processing ; Updated examples throughout, including millennials as consumers and how the language of consumption can differ across cultures. Lecturers can log into www.study.sagepub.com/cbc3e for further support materials including PowerPoint Slides, chapter discussions, and videos of ads discussed within the text."

Consumer behavior --- Consumers --- Marketing. --- Psychology. --- Marketing --- Psychology --- Consumer behavior - Cross-cultural studies --- Consumers - Psychology --- Sociology of culture --- Advertising. Public relations --- reclame --- consumentengedrag --- internationale marketing

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An Integrative Guide to Consumer Neuroscience provides a comprehensive guide to a complex, interdisciplinary, and emerging field that cuts across psychology, neuroscience, and consumer research.

Consumers - Psychology --- Consumer behavior --- Neurosciences --- Marketing - Psychological aspects --- Cognitive psychology --- Consumers --- Consumer behavior. --- Cognitive neuroscience. --- Cognitive neuropsychology --- Cognitive science --- Neuropsychology --- Behavior, Consumer --- Buyer behavior --- Decision making, Consumer --- Human behavior --- Consumer profiling --- Market surveys --- Psychology. --- E-books --- Marketing

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Située sur un axe dont les pôles complémentaires sont la recherche descriptive et la recherche diagnostique du comportement du consommateur, l'approche psychoscopique de la recherche qualitative en marketing repose sur des méthodes de recueil de données qualitatives qui se situent au-delà du comportement rationnel exprimé verbalement. Ces données sont analysées ensuite au moyen de grilles d'interprétation permettant de cerner les connaissances, les émotions et les comportements, conscients et inconscients, du consommateur. Cette approche de recherche permet de dépasser un niveau purement exploratoire et d'établir le diagnostic d'une situation de marché dans la perspective du marketing stratégique. Pour tenter d'expliquer le pourquoi du comportement du consommateur, l'ouvrage initie pas à pas le lecteur à la réalisation d'une recherche qualitative en marketing selon l'approche psychoscopique. C'est là toute l'originalité du projet qui s'appuie sur de nombreuses illustrations pratiques et des exemples suivis d'exercices d'application. Destiné aux responsables marketing, l'ouvrage est également un manuel fondamental pour les professeurs de marketing et les étudiants des écoles de commerce, de gestion et d'administration.

Bedrijfsorganisatie --- Marketing --- Organisation des entreprises --- Market surveys --- Etudes de marché --- Marketing research --- Consumers --- Psychological aspects --- Research --- Psychology --- 658.8 --- 658.8:005.52 --- consumenten --- consumentengedrag --- consumentenonderzoek --- groepsdiscussies --- kwalitatief marktonderzoek --- marketing --- marketingonderzoek --- marktonderzoek --- psychologie --- marketing, verkoop, distributie --- Marktonderzoek --- Etudes de marché --- Consommateurs --- Attitude (psychologie) --- Marketing - Psychological aspects --- Consumers - Research --- Consumers - Psychology