The New Consumer Psychology

Scanning buying behavior with MRI of the mind

Business & Finance, Marketing & Sales, Consumer Behaviour, Nonfiction, Health & Well Being, Psychology, Social Psychology
Cover of the book The New Consumer Psychology by Sang Min (Leo) Whang, Taylor and Francis
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Author: Sang Min (Leo) Whang ISBN: 9781317377863
Publisher: Taylor and Francis Publication: October 23, 2015
Imprint: Routledge Language: English
Author: Sang Min (Leo) Whang
ISBN: 9781317377863
Publisher: Taylor and Francis
Publication: October 23, 2015
Imprint: Routledge
Language: English

The term ‘consumption’ is generally thought of as process by which individuals purchase goods and services. The New Consumer Psychology attempts to explain consumption as a social behavior that satisfies individual values and desires. In modern society, individual needs are no longer determined solely by age or gender, but by the life values and desires that one pursues. This book uncovers people's subjective experiences of consumption in the capitalist society with interesting inside stories ranging from politics to designer handbags.

The book also provides valuable consumer insights into business and individuals by going beyond the limitations of population statistics and demonstrates Q-methodology is used to analyse consumers’ subjective responses. This book is an interesting take on how we should shift our focus from products to people and explains why identification and interpretations of different consumer groups are important in smart targeting. Its content will definitely inspire marketing strategies and market effectiveness.

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

The term ‘consumption’ is generally thought of as process by which individuals purchase goods and services. The New Consumer Psychology attempts to explain consumption as a social behavior that satisfies individual values and desires. In modern society, individual needs are no longer determined solely by age or gender, but by the life values and desires that one pursues. This book uncovers people's subjective experiences of consumption in the capitalist society with interesting inside stories ranging from politics to designer handbags.

The book also provides valuable consumer insights into business and individuals by going beyond the limitations of population statistics and demonstrates Q-methodology is used to analyse consumers’ subjective responses. This book is an interesting take on how we should shift our focus from products to people and explains why identification and interpretations of different consumer groups are important in smart targeting. Its content will definitely inspire marketing strategies and market effectiveness.

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