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The Social Psychology of Consumer Behavior (Applying Social Psychology) How do consumers process information? What guides their spending choices and decisions? How do these decisions translate into concrete actions and consumption patterns? How can marketing influence consumers' decisions and respond to their predelictions? Richard Bagozzi, Zeynep Gurhan-Canli and Joseph R. Priester – three U.S. academics active in the business and management fields – here offer their responses to these questions, so crucial for marketers and commercial decision-makers. They tame the highly theoretical terms of social psychology, making its insights as they apply to consumer behaviors. The result is an intriguing and intricate look at the ways consumers behave as they do. The area this book illuminates is a realm of intense interest to academics and other professionals, representing what many see as the key to getting inside the minds of target consumers and pushing the right buttons with branding, ad campaigns and public relations tactics. The Social Psychology of Consumer Behavior supports practical comment with research findings, integrating core themes including information processing, social cognition, communication processes, attitude models, social identity thoery, and action theory. Each major area of social psychology is placed within a historical context, assisting the lay reader to understand how relevant principles have played out in real-life situations over time. The authors review current knowledge, theories and data to evaluate marketing methods currently in vogue and point the way towards future investigation on attitudes and spending. Unlike myriad titles on the same subject, this volume handles the area of consumer behavior with considerable intellectual rigor. Rather than offering a light, magazine-style treatment of trends apparent by any intelligent observer, this treatment is soundly grounded in theory and the scientific method. At the same time it is accessible, succeeding in its stated aim of enticing the reader towards further study of consumer behavior. Few areas of psychology could be more relevant to daily modern life than consumer behavior theory. It's not only good business, but good entertainment to reflect on the reasons why consumers buy what they do, and how they make spending decisions, both individually and collectively. With this output the authors have produced essential material for the edification of students and professionals in the fields of marketing, psychology, public health, political science and sociology – an impressive interdisciplinary feat. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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