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Full Description
This lively and engaging book explores why consumers behave the way they do by summarising relevant psychological theories and showing how these can be applied to marketing activities in practice.
Exploring questions around why we make purchases and how effective digital marketing can be, the book examines the psychological processes of decision-making relating to consumer behaviour. It pays particular attention to digital marketing and how in today's world customers are exposed to countless marketing messages every day. Written by a team with expertise in both marketing psychology and marketing practice, each chapter explains a psychological theory and discusses how this can be applied, with relevant examples and case studies. It presents the latest research in a way that will be accessible to all, guiding readers through the psychology underpinning marketing to explain what we know about customers' minds.
The book will be highly relevant to both students of marketing and marketing professionals, and anyone interesting in exploring the potential use of psychology in marketing. It will be relevant reading on courses relating to consumer psychology, advertising and behavioural economics.
Contents
Contents
About the authors. 4
Contents. 5
List of figures. 7
Acknowledgements
Introduction. 8
Chapter 1. 12
Marketing & Psychology in Practice. 12
Chapter 2. 19
Audience: Using Psychology for Segmentation. 19
Personality - five traits. 20
Personality - dark triad. 22
Intelligence. 24
Socioeconomics. 26
Geography (culture) 28
Age. 31
Sex and gender 32
Chapter 3. 33
Audience: Customer Disposition. 33
Attitude. 35
Beliefs. 37
Values. 38
Morals. 41
Motivation. 42
Executive functions. 45
Self-evaluation. 47
Chapter 4. 54
Audience: Navigating Social Dynamics. 54
Relationships with others. 56
Using others as reference points. 62
Impression management 66
The influence of crowds. 68
Chapter 5. 75
Brand: Shaping Brand Perception. 75
Attention. 76
Cognition. 80
Emotion. 84
Branding. 87
Messaging. 89
Storytelling. 91
Language. 93
Humour 95
Memory aides. 96
Visual senses. 98
Aural senses. 102
Chapter 6. 105
Brand: Finding The Right Voices. 105
Judgement of people. 106
Likeability and authenticity. 109
Credibility. 112
Authority and status. 112
Chapter 7. 116
Choice: Embedding Your Brand in Memory. 116
Implicit and explicit memory. 118
Long-term v short-term memory. 119
Rumination. 123
Other memory effects. 125
Information processing. 129
Conditioning. 130
Chapter 8. 134
Choice: Recognizing Biases and Demonstrating Value. 134
Reference-dependence. 138
Loss and gain. 140
Time-related assessment 142
Effort 142
Ownership. 144
Choice. 146
Presentation of prices. 153
Self-control and decision-making. 155
Assessment of chance and logical fallacies. 159
Time perception when making decisions. 163
Involvement 164
Summary. 167
References. 168
Index. 201
