Consumer Psychology for Marketing
Synopsis
This text shows how psychology can make sense of consumer behaviour, arguing that traditional segmentation criteria are not always appropriate in a world growing ever more fluid and complex. The work explores information processing; the influence of personality and style on consumer choice; sex symbolism; situational and social contexts; and retail environments. This analysis is related to practical needs of the modern marketing manager, offering a blend of theory and practice.
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Review
Tables Figures Preface 1. Consumer-Oriented Marketing 2. Consumer Choice 3. Perceptual Processes 4. Cognitive and Behavioural Learning 5. Attitudes, Intentions and Behaviour 6. Motivation and Lifestyle 7. Personality and Cognitive Style 8. Consumers in Context 9. Consumers in Society
About the Author
Gordon Foxall is a Professor of Consumer Research at the Department of Commerce, University of Birmingham and Director of the Consumer Research Unit at the Birmingham Business School.
"About this title" may belong to another edition of this title.
- PublisherCengage Learning
- Publication date1980
- ISBN 10 186152238X
- ISBN 13 9781861522382
- BindingMisc. Supplies
- LanguageEnglish
- Number of pages244
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