In a textbook for students of marketing, psychology, or other disciplines, marketing scholars from Germany and the US survey psychological theories that may be considered relevant within market
psychology. After an introduction to marketing psychology, they cover cognitive theories, the development of personality through perception and memory, motivation and emotion, the layperson as
psychologist, and the search for insight. Among more specific topics are the theory of psychological reactance, developmental psychology, equity as a prerequisite for enduring customer
relationships, and the scientific basis of economic behavior. The case studies include local dimensions of the global housing boom, gadgetry and the elusive search for self, and niche markets
for organic agricultural products. Annotation 穢2010 Book News, Inc., Portland, OR (booknews.com)
