Applied Consumer Psychology: How to Use Psychological Insights in Marketing - Paperback

by Gareth J. Harvey (Author)

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

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.

Author Biography

Gareth J Harvey is a chartered psychologist, whose career bridges the worlds of academia and industry. As a former professor of consumer psychology, he spent over a decade researching and leading programmes at universities in Genève, Paris and North Wales. He later transitioned into industry, working as Director of Consumer Psychology at Decide, the UKs longest established creative agency, shaping campaigns for household names including Procter & Gamble, Dr Oetker and Cadbury. Today, he brings his expertise to Severn Trent, working in partnership with Nectar, the UK's largest loyalty programme.