The Psychology of Consumer Behavior
After years of study in the area of consumer behavior, Mullen and Johnson bring together a broad survey of small answers to a big question: "Why do consumers do what they do?" This book provides an expansive, accessible presentation of current psychological theory and research as it illuminates fundamental issues regarding the psychology of consumer behavior. The authors hypothesize that an improved understanding of consumer behavior could be employed to more successfully influence consumers' use of products, goods, and services. At the same time, an improved understanding of consumer behavior might be used to serve as an advocate for consumers in their interactions in the marketplace.
1101524565
The Psychology of Consumer Behavior
After years of study in the area of consumer behavior, Mullen and Johnson bring together a broad survey of small answers to a big question: "Why do consumers do what they do?" This book provides an expansive, accessible presentation of current psychological theory and research as it illuminates fundamental issues regarding the psychology of consumer behavior. The authors hypothesize that an improved understanding of consumer behavior could be employed to more successfully influence consumers' use of products, goods, and services. At the same time, an improved understanding of consumer behavior might be used to serve as an advocate for consumers in their interactions in the marketplace.
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The Psychology of Consumer Behavior

The Psychology of Consumer Behavior

The Psychology of Consumer Behavior
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The Psychology of Consumer Behavior

The Psychology of Consumer Behavior

Overview

After years of study in the area of consumer behavior, Mullen and Johnson bring together a broad survey of small answers to a big question: "Why do consumers do what they do?" This book provides an expansive, accessible presentation of current psychological theory and research as it illuminates fundamental issues regarding the psychology of consumer behavior. The authors hypothesize that an improved understanding of consumer behavior could be employed to more successfully influence consumers' use of products, goods, and services. At the same time, an improved understanding of consumer behavior might be used to serve as an advocate for consumers in their interactions in the marketplace.

Product Details

ISBN-13: 9780898598575
Publisher: Taylor & Francis
Publication date: 05/01/1990
Edition description: New Edition
Pages: 230
Product dimensions: 6.12(w) x 9.19(h) x (d)
Lexile: 1380L (what's this?)

About the Author

Mullen, Brian; Johnson, Craig

Table of Contents

Contents: Preface. Introduction. Perception. Cognition and Memory. Cognition and Persuasion. Learning. Emotion. Motivation. Intention and Behavior. Behavioral Feedback and Product Life Cycle. The Social Context. The Cultural Context. Sales Interactions. Applications to Nonprofit Settings.
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