Consumer Psychology

Psychology is central to the comprehension of consumption behaviours. Without the understanding of how humans function it is impossible to properly explain what makes consumers behave the way they do. The aim of the book is to introduce the reader to a selection of Consumer Psychology areas that are essential to understanding consumer behaviours, such as emotions, advertising, decision making, memory, learning, attention, and perception. It also explores additional areas such as identity, happiness and environmental consequences of consumption that ultimately also influences consumer motivation, behaviour, and decision making.

Through thirteen chapters this text gives the reader an opportunity to familiarise themselves with how traditional psychological theories can be applied to explain consumer behaviour. Furthermore, it also outlines and examines recently conducted consumer psychology, marketing, communication, advertising and consumer behaviour studies that provide a deeper level of understanding of consumption.

Each chapter contains a brief introduction, a short summary as well as study questions or class exercises that will enable the reader to think critically about the topics covered. The book is most appropriate for undergraduate level courses in psychology, consumer behaviour, marketing, and advertising as well as for those in related fields such as sociology and anthropology. It may also be useful for postgraduate students who wish to acquaint themselves with certain aspects of Consumer Psychology or for those that have not previously studied Consumer Psychology.