Pub. Date:
Taylor & Francis
The Psychology of Marketing: Cross-Cultural Perspectives / Edition 1

The Psychology of Marketing: Cross-Cultural Perspectives / Edition 1

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Product Details

ISBN-13: 9780566089039
Publisher: Taylor & Francis
Publication date: 10/10/2010
Edition description: 1
Pages: 414
Product dimensions: 7.00(w) x 9.60(h) x 1.10(d)

About the Author

Gerhard Raab is Professor of International Marketing and Management and Director of the Transatlantik-Institut at the Ludwigshafen University of Applied Sciences, Germany. G. Jason Goddard is the Vice President of Wachovia Corporation, Winston-Salem, N. Carolina, USA. Riad Ajami is Professor of International Management and Global Strategy at the Raj Soin College of Business, Wright State University, Dayton, Ohio, USA. Alexander Unger is a research assistant at the Transatlantik-Institut, Ludwigshafen University of Applied Sciences, Germany.

Table of Contents

Contents: Preface; Market psychology in the context of systematics; Part 1 Cognition Theories: Theories of perception and social judgement formation as starting points; The theory of social comparisons; The theory of cognitive dissonance; The theory of psychological reactance; Attribution theories; Cognitive response; Theories of information processing; Judgment heuristics. Part 2 On the Development of Personality Via Perception and on Through to Memory: Developmental psychology; Personality theories; The psychology of perception; Learning theory. Part 3 Motivation and Emotion: Motivation; Emotions. Part 4 Power, Control and Exchange: Power; Theories of control - customers' desire for control; Exchange theories - equity as a prerequisite of enduring customer relationships. Part 5 The LayPerson as Psychologist, and the Search for Insight: Lay epistemology; Biological Psychology - Scientific Bases of Economical Behaviour. Part 6 Case Studies in Market Psychology: The global housing boom: local dimensions, G. Jason Goddard; Gadgetry and the elusive search for self, G. Jason Goddard; Niche markets for organic agricultural products: Pars and the EU, Masood Kavoossi; Marketing microfinance in Ghana, G. Jason Goddard; Bon Appetit Café and Deli, G. Jason Goddard; Lappset: how to market an innovative product in a highly competitive area, Wencke Gwozdz, Kai Hockerts and Lucia A. Reisch; O'Fortuna, Ronald K. Palmgren; Index.

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