Why are influencers with a smaller number of followers sometimes more effective than the mega influencers? Why are the sounds of brands, such as Coca-Cola and Kit Kat, attractive to consumers? How does music, scent, or lighting influence shoppers? Why can using consumption to boost self-esteem be negative to consumer well-being? Readers will explore these questions and more.
This textbook is essential reading for advanced marketing students and also applied psychology students looking at the business world. It includes a chapter on research methods in consumer psychology and can also provide a vital guide for those completing a dissertation project in consumer psychology.
Hazel Huang is a Chartered Marketer of the Chartered Institute of Marketing and an Assistant Professor in Marketing at Durham University Business School, UK.
Produkteigenschaften
- Artikelnummer: 9781473906976
- Medium: Buch
- ISBN: 978-1-4739-0697-6
- Verlag: SAGE Publications Ltd
- Erscheinungstermin: 20.03.2023
- Sprache(n): Englisch
- Auflage: 1. Auflage 2023
- Produktform: Gebunden, HC gerader Rücken kaschiert
- Gewicht: 890 g
- Seiten: 376
- Format (B x H x T): 196 x 241 x 25 mm
- Ausgabetyp: Kein, Unbekannt