Consumer Psychology - Huang, Hazel
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Consumer Psychology: Theories and Applications is the first textbook that systematically discusses a wide range of the psychological theories and their applications in consumer behaviour in an accessible style. The selected psychological theories include both classic theories and contemporary developments, and the applications in consumer behaviour draw from state-of-the-art research underpinned by theories and practical implications.
Why are influencers with a smaller number of followers sometimes more effective than the mega influencers? Why are the sounds of brands, such as Coca-Cola and…mehr

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Produktbeschreibung
Consumer Psychology: Theories and Applications is the first textbook that systematically discusses a wide range of the psychological theories and their applications in consumer behaviour in an accessible style. The selected psychological theories include both classic theories and contemporary developments, and the applications in consumer behaviour draw from state-of-the-art research underpinned by theories and practical implications.

Why are influencers with a smaller number of followers sometimes more effective than the mega influencers? Why are the sounds of brands, such as Coca-Cola and Kit Kat, attractive to consumers? How does music, scent, or lighting influence shoppers? Why can using consumption to boost self-esteem be negative to consumer well-being? Readers will explore these questions and more.

This textbook is essential reading for advanced marketing students and also applied psychology students looking at the business world. It includes a chapter on research methods in consumer psychology and can also provide a vital guide for those completing a dissertation project in consumer psychology.

Hazel Huang is a Chartered Marketer of the Chartered Institute of Marketing and an Assistant Professor in Marketing at Durham University Business School, UK.
Autorenporträt
Hazel Huang is an Assistant Professor in Marketing at Durham University Business School, England.  Coming from Taiwan, she holds a PhD degree from Warwick University, and is a Chartered Marketer at the Chartered Institute of Marketing.  Her research interests lie in consumer behaviour, in particular, symbolic consumption, and she specialises in quantitative methods.  She has presented her work at prestige international conferences, such as ACR, SCP, and EMAC, and has published in Psychology & Marketing, Computers in Human Behaviour, and Journal of Consumer Behaviour.  Before embarking her academic career, she had worked in industry for approximately ten years. She started her career as a junior buyer at FIC (once the world's largest mother board supplier), and later on moved to the roles of sales, branding, and marketing.  Her experiences in the real world crossed various industries, including IT(Acer), retailing (Carrefour), and FMCG (J&J).