Consumer Psychology

ENCYCLOPEDIA OF HUMAN BEHAVIOR, V. S. Ramachandran, ed., Elsevier, 2011

Posted: 5 Aug 2011 Last revised: 20 Nov 2012

See all articles by Steve Hoeffler

Steve Hoeffler

Vanderbilt University - Marketing

Frank R. Kardes

University of Cincinnati - Department of Marketing

Steven S. Posavac

Vanderbilt University - Marketing

Date Written: 2011

Abstract

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

Hoeffler, Steve and Kardes, Frank R. and Posavac, Steven S., Consumer Psychology (2011). ENCYCLOPEDIA OF HUMAN BEHAVIOR, V. S. Ramachandran, ed., Elsevier, 2011. Available at SSRN: https://ssrn.com/abstract=1905588

Steve Hoeffler (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Frank R. Kardes

University of Cincinnati - Department of Marketing ( email )

United States

Steven S. Posavac

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States
615-322-0456 (Phone)

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