The Psychology of Consumer Behavior

Business & Finance, Marketing & Sales, Consumer Behaviour
Cover of the book The Psychology of Consumer Behavior by Brian Mullen, Craig Johnson, Taylor and Francis
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Author: Brian Mullen, Craig Johnson ISBN: 9781134932894
Publisher: Taylor and Francis Publication: June 17, 2013
Imprint: Psychology Press Language: English
Author: Brian Mullen, Craig Johnson
ISBN: 9781134932894
Publisher: Taylor and Francis
Publication: June 17, 2013
Imprint: Psychology Press
Language: English

After years of study in the area of consumer behavior, Mullen and Johnson bring together a broad survey of small answers to a big question: "Why do consumers do what they do?" This book provides an expansive, accessible presentation of current psychological theory and research as it illuminates fundamental issues regarding the psychology of consumer behavior. The authors hypothesize that an improved understanding of consumer behavior could be employed to more successfully influence consumers' use of products, goods, and services. At the same time, an improved understanding of consumer behavior might be used to serve as an advocate for consumers in their interactions in the marketplace.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

After years of study in the area of consumer behavior, Mullen and Johnson bring together a broad survey of small answers to a big question: "Why do consumers do what they do?" This book provides an expansive, accessible presentation of current psychological theory and research as it illuminates fundamental issues regarding the psychology of consumer behavior. The authors hypothesize that an improved understanding of consumer behavior could be employed to more successfully influence consumers' use of products, goods, and services. At the same time, an improved understanding of consumer behavior might be used to serve as an advocate for consumers in their interactions in the marketplace.

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