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Applied Consumer Psychology
How to use psychological insights in marketing
Brief Description
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. Applied Consumer Psychology is ideal for students of consumer psychology, specifically at final year undergraduate and...
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Format: Paperback / softback
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Applied Consumer Psychology
Use this textbook to understand the psychological underpinning of the various challenges marketers face, from packaging and advertising to store design and copywriting, and how to apply them in practice.
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Description
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.
Applied Consumer Psychology 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.
This textbook:
- features chapters on attention, motivation, personality and consumer learning
- demonstrates how these are used in practice across the marketing function
- 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
- includes real-world examples from Persil, Boehringer Ingelheim and Cadbury
The topics are explored using the latest research and applications, discussing the psychological mechanisms that explain the behaviour. Applied Consumer Psychology 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.
Book Details
INFORMATION
ISBN: 9781398620797
Publisher: Kogan Page Ltd
Format: Paperback / softback
Date Published: 03 November 2025
Country: United Kingdom
Imprint: Kogan Page Ltd
Audience: Tertiary education, Professional and scholarly
DIMENSIONS
Width: 170.0mm
Height: 240.0mm
Weight: 0g
Pages: 400
About the Author
Gareth J Harvey lectures in Consumer Psychology at HEG Geneva, Switzerland. He is also a guest lecturer Lancaster University, UK and Bangor University, UK, where he was previously Professor in Consumer Psychology. In his previous role as the Director of the Laboratory of Consumer Psychology, he ran projects for the likes of Unilever, Cadbury and Aldi, applying principles of psychology to improve their marketing. He is a Chartered Psychologist and also the Director of Consumer Psychology for DECIDE, the UK's longest established independent marketing agency, and is regularly featured on radio and television, including BBC Radio.
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