Consumer Science for Marketing

Erscheinungsjahr 2019
ISBN: 978-88-85486-74-4
Verlag: Bocconi University Press

Buch, Englisch, 196 Seiten, Paperback, Format (B × H): 171 mm x 241 mm

The book considers the main topics of consumer psychology from the viewpoint of their contributions to marketing. While it aims at providing a comprehensive overview of the discipline it also guides the reader throughout theories and data for a straightforward understanding of their practical applications.

Readers will find the book useful as it merges the existing gap between psychological research and applications by discussing case histories and providing real life examples. It also clarifies what are the different fields within consumer psychology and how the different approaches relate to different methodologies and outcomes.

Autoren/Hrsg.

Fachgebiete

• Sozialwissenschaften Psychologie Psychologie / Allgemeines & Theorie Psychologie: Allgemeines
• Interdisziplinäres Wissenschaften Wissenschaften: Forschung und Information Forschungsmethodik, Wissenschaftliche Ausstattung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

- Chapter 1 – Introduction to Consumer Psychology
- 1.1. What it is and how it emerged
- 1.2 Different Approaches and Methodologies
- 1.3 Traditional applications and futures developments
- Chapter 2 – Neuroscience and Consumer Psychology
- 2.1 What we now about the brain
- 2.2 The five senses
- 2.3 Neural substrates of cognition and emotions
- 2.4 Measurement Techniques for neuroimaging and electrophysiology
- 2.5 Neuromarketing Case Histories
- Chapter 3 – Perception and Cognitive Processes
- 3.1 Attention
- 3.2 Memory
- 3.3 Learning
- 3.4 Motivation
- 3.5 Information elaboration processes and advertising effectiveness
- 3.6 Communication Case Histories
- Chapter 4 – Decision Making
- 4.1 Cognitive shortcuts versus rational choice
- 4.2 Involvement and Information Search
- 4.3 Risk perception, uncertainty and trust
- 4.4 Planned Consumption and Impulse Buying.
- 4.5 Consumer Insight Methodologies, Communication and In-store Strategies – Case Histories
- Chapter 5 – Attitudes and Persuasion
- 5.1 Theories of Attitudes and Actions Models
- 5.2 Attitudes and behavioral change
- 5.3 Explicit and Implicit measures of attitudes.
- 5.4 Case Histories of effective persuasion strategies
- Chapter 6 – Personal Identity and Social Influence
- 6.1 Self-concept, Ideal Self, Possible Selves
- 6.2 Consumption, brands and self-expression
- 6.3 Values and cultural influences
- 6.4 Methodologies for Brand positioning and communication – Case Histories
- Chapter 7. Personality and Individual Differences
- 7.1 Methods and Instruments for Consumer Profiling and Segmentation
- 7.2 Children, Elderly and other ‘special’ targets
- 7.3 Case Histories of Consumer Insight
- Chapter 8 – New Communication Techonologies and Consumer Psychology
- 8.1 Computer Mediated Communication, social networks and e-commerce
- 8.2 Mobile technologies and location based communication
- 8.3 Research Methods and media strategies case histories
- Chapter 9 – Consumer Psychology for Consumers
- 9.1 Consumer associations and consumer rights
- 9.2 Sustainability
- 9.3 Anti-consumerism
- 9.4 Transformative Consumer Research
- 9.5 Public Policy

Über Autor(innen)

Nadia Olivero is Honorary Research Fellow at University College London and Senior Lecturer in Consumer Psychology at the University of Milan. She holds a Master Degree in Psy­chology and Marketing and a PhD in Consumer Psychology from UCL, UK. Her widely interdisciplinary work has been awarded by the European Commission, the Economic and Social Research Council, The British Psychological Society and the ltalian Ministry of University and Research.