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Author: Dalgic, Tevfik Publisher: IGI Global ISBN: 1522534490 Category : Business & Economics Languages : en Pages : 325
Book Description
Consumer behavior is becoming increasingly complex in the current global market. A broader understanding of the psychologically driven motivation of consumers and characteristics of the consumer decision-making process is vital for effective customer engagement. Utilizing Consumer Psychology in Business Strategy provides emerging research on consumer behavior and decision-making processes through the lens of business advancement and innovation. While highlighting topics such as brand personality, consumer perception, and marketing strategy, this publication explores various types of consumer behavior and methods to maximize benefits and efficiency. This book is an important resource for business administrators, managers, practitioners, academics, and students seeking emerging research on the consumer markets.
Author: Dalgic, Tevfik Publisher: IGI Global ISBN: 1522534490 Category : Business & Economics Languages : en Pages : 325
Book Description
Consumer behavior is becoming increasingly complex in the current global market. A broader understanding of the psychologically driven motivation of consumers and characteristics of the consumer decision-making process is vital for effective customer engagement. Utilizing Consumer Psychology in Business Strategy provides emerging research on consumer behavior and decision-making processes through the lens of business advancement and innovation. While highlighting topics such as brand personality, consumer perception, and marketing strategy, this publication explores various types of consumer behavior and methods to maximize benefits and efficiency. This book is an important resource for business administrators, managers, practitioners, academics, and students seeking emerging research on the consumer markets.
Author: Curtis P. Haugtvedt Publisher: Psychology Press ISBN: 1136676201 Category : Psychology Languages : en Pages : 1892
Book Description
This Handbook contains a unique collection of chapters written by the world's leading researchers in the dynamic field of consumer psychology. Although these researchers are housed in different academic departments (ie. marketing, psychology, advertising, communications) all have the common goal of attaining a better scientific understanding of cognitive, affective, and behavioral responses to products and services, the marketing of these products and services, and societal and ethical concerns associated with marketing processes. Consumer psychology is a discipline at the interface of marketing, advertising and psychology. The research in this area focuses on fundamental psychological processes as well as on issues associated with the use of theoretical principles in applied contexts. The Handbook presents state-of-the-art research as well as providing a place for authors to put forward suggestions for future research and practice. The Handbook is most appropriate for graduate level courses in marketing, psychology, communications, consumer behavior and advertising.
Author: Frank R. Kardes Publisher: Psychology Press ISBN: 1135601801 Category : Business & Economics Languages : en Pages : 448
Book Description
Applying Social Cognition to Consumer-Focused Strategy, a book in the Advertising and Consumer Psychology series sponsored by the Society for Consumer Psychology, focuses on the most important recent developments at the interface of social cognition and marketing, and develops integrative theoretical frameworks with rich practical implications. More specifically, the chapters offer a novel and thought-provoking perspective on consumer-focused strategy--or the effects of marketing stimuli and activities on an integrated system of consumer processes and responses. Divided into four parts, this book: *offers new perspectives on consumer information processing, selective or one sided information processing, and attribution theory; *discusses how asking questions in focus groups, surveys, and experiments leads consumers to create opinions that would not have occurred to them otherwise; *advances a new approach for modeling uncertainty and a new framework for thinking about uncertainty; *summarizes recent developments concerning the Implicit Association Test and their implications for branding strategy; *develops a new approach for analyzing the effects of intention on behavior and unplanned purchase behaviors; *discusses the devaluation effect and shows both how implementation intentions can be used to increase new product consumption and also how promotion versus prevention regulatory focus influences consumer preferences; and *focuses on consumer information processing and persuasion. The text is intended for advanced graduate students, academics, and practitioners who embrace cutting-edge paradigms and methodologies in social-cognitive consumer research.
Author: Emi Moriuchi Publisher: Business Expert Press ISBN: 194897679X Category : Business & Economics Languages : en Pages : 166
Book Description
Faced with constant changes in consumer behavior, marketers are seeking various tools to promote and market their brands. Among those tools, the most impactful is consumer-generated content (CGC). CGC is viewed as consumers’ vote of confidence, which is a form of social proof. CGC allows consumers to be involved with the companies’ marketing strategy. Brands and companies have enabled consumers to be producers of original content, cocreators for an existing brand, and curators for trending ideas in the marketing place. The author explains why it is even more important today that brands need consumers’ voices to advocate their brands. In this lively and practical book, she uses theories to explain consumers’ psychology and offers practical examples of which social media platforms are conducive to CGC and why. In addition, she explains how consumers use CGC in different countries, the importance of influencer marketing, and ultimately teaches the strategy of using CGC effectively.
Author: J. Paul Peter Publisher: Irwin Professional Publishing ISBN: Category : Business & Economics Languages : en Pages : 792
Book Description
This work shows how the various elements of consumer analysis fit together in an integrated framework, called the Wheel of Consumer Analysis. Psychological, social and behavioural theories are shown as useful for understanding consumers and developing more effective marketing strategies. The aim is to enable students to develop skills in analyzing consumers from a marketing management perspective and in using this knowledge to develop and evaluate marketing strategies. The text identifies three groups of concepts - affect and cognition, behaviour and the environment - and shows how these they influence each other as well as marketing strategy. The focus of the text is managerial, with a distinctive emphasis on strategic issues and problems. Cases and questions are included in each chapter.
Author: Heinrich Struck Publisher: GRIN Verlag ISBN: 3640207394 Category : Business & Economics Languages : en Pages : 10
Book Description
Seminar paper from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, grade: keine, , language: English, abstract: The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how °The psychology of how consumers think, feel, reason an select between different alternatives °The psychology of how the consumer is influenced by his envi- ronment like family, culture, media °The behaviour of consumers while shopping or making other marketing decisions °Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome °How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer °How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer One of often needed definition of consumer behaviour is ”The study of individuals, groups, or organisations and the processes they use to select, secure, use, and dispose of products, services, or ideas to satisfy needs and the impacts that these processes have on the consumer an society “. There are elements of psychology, sociology, sociopsychology and economics influencing the buyer ́s decision. Consumer behaviour is the study of how people buy, what they buy, when and why they buy. Consumer behaviour involves services and ideas as well as tangible products. The main applications are marketing strategy, public policy, social marketing and as a final benefit, studying consumer behaviour should make us better consumers.
Author: Frank R. Kardes Publisher: ISBN: Category : Business & Economics Languages : en Pages : 492
Book Description
This scientific, sophisticated, yet readable book approaches the subject of consumer behavior by using a rigorous scientific orientation, and presenting material in three overlapping sections: basic concepts, persuasion, and managerial decision making. It discusses the principles and scientific investigation of consumer behavior and demonstrates how companies and organizations use them strategically every day.Chapter topics include consumer attention and comprehension; consumer memory, judgment, and choice; the message-learning approach to persuasion; affective and motivational approaches to persuasion; self-persuasion and social influence principles; online consumer behavior; new product development; product management; and strategies for improving managerial decision making.For individuals concerned with the attitudes and activities of today's buyer in the marketplace.
Author: A. Coskun Samli Publisher: Springer Science & Business Media ISBN: 1461451256 Category : Business & Economics Languages : en Pages : 184
Book Description
Over the past two decades, the face of the world consumer has truly changed. Goods are more available, information about these goods is more open and accessible, and the ability to buy these goods from any corner of the earth has become possible. As a result, international marketing is more important now than ever before. In this book, Josh Samli explores the challenges facing modern international marketers. He explains what it is to have successful communication with the target market: using social media to share consistent information about products and services, communicating directly with culture-driven consumers who already communicate online amongst themselves and with competitors, and mastering people-to-people communication with both privileged and non-privileged consumers. Any company dealing with international marketing must learn how to handle these new challenges in order to survive in the 21st century.
Author: Dalgic, Tevfik
Author: Dalgic, Tevfik
Author: John A. Howard
Author: Curtis P. Haugtvedt
Author: Frank R. Kardes
Author: Emi Moriuchi
Author: J. Paul Peter
Author: Del I. Hawkins
Author: Heinrich Struck
Author: Frank R. Kardes
Author: A. Coskun Samli