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.
This book explores how consumers behave by summarising relevant psychological theories and showing how these can be applied to marketing activities in practice. Exploring why we make purchases and how effective digital marketing can be, the book examines the psychological processes of decision-making relating to consumer behaviour.
Contents
About the authors
Contents
List of figures
Acknowledgements
Introduction
Chapter
1.
Marketing & Psychology in Practice.
Chapter
2.
Audience: Using Psychology for Segmentation.
Personality five traits.
Personality dark triad.
Intelligence.
Socioeconomics
Geography (culture)
Age.
Sex and gender
Chapter
3.
Audience: Customer Disposition.
Attitude.
Beliefs.
Values.
Morals.
Motivation.
Executive functions.
Self-evaluation.
Chapter
4.
Audience: Navigating Social Dynamics.
Relationships with others.
Using others as reference points.
Impression management
The influence of crowds.
Chapter
5.
Brand: Shaping Brand Perception.
Attention.
Cognition.
Emotion.
Branding.
Messaging.
Storytelling.
Language.
Humour
Memory aides.
Visual senses.
Aural senses.
Chapter
6.
Brand: Finding The Right Voices.
Judgement of people.
Likeability and authenticity.
Credibility.
Authority and status.
Chapter
7.
Choice: Embedding Your Brand in Memory.
Implicit and explicit memory.
Long-term v short-term memory.
Rumination.
Other memory effects.
Information processing.
Conditioning.
Chapter
8.
Choice: Recognizing Biases and Demonstrating Value.
Reference-dependence.
Loss and gain.
Time-related assessment
Effort
Ownership.
Choice.
Presentation of prices.
Self-control and decision-making.
Assessment of chance and logical fallacies.
Time perception when making decisions.
Involvement
Summary.
References.
Index.
Tom Bowden-Green spent 11 years in PR agency roles before moving to academia in 2013. He completed a PhD at the University of Bath and is now a Senior Lecturer teaching marketing and psychology at Bristol Business School, UWE Bristol, UK.
Luan Wise is a seasoned industry practitioner with 25 years of agency, client-side and consultancy experience. She is a chartered marketer, fellow of the Chartered Institute of Marketing (FCIM) and is currently pursuing a PhD by Portfolio at the University of Lancashire, UK.
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