ENCYCLOPEDIA OF HUMAN BEHAVIOR, V. S. Ramachandran, ed., Elsevier, 2011
Posted: 5 Aug 2011 Last revised: 20 Nov 2012
Date Written: 2011
Our chapter discusses the core tenets and applications of consumer psychology. Consumer psychology refers to the study of how individuals navigate judgments and decisions related to the consumption of products and services. The chapter covers basic principles of attention and memory, information processing, attitudes and persuasion, inferential processes, behavioral decision theory, motivation, individual differences, consumer neuropsychology, and consumer welfare. We consider applications of consumer psychology to marketing management activities such as brand development, advertising, promotion, and new product introductions.
Keywords: advertising, attitudes, branding, consumption, decision making, information processing, judgment, marketing, organizational behavior, persuasion
Suggested Citation: Suggested Citation