Applied Consumer Psychology by Gareth J Harvey - 9781398620834

Applied Consumer PsychologyHow to use psychological insights in marketing\nAuthor(s): Gareth J Harvey\nFormat: Hardback\nPublisher: Kogan Page Ltd, United Kingdom\nImprint: Kogan Page Ltd\nISBN-13: 9781398620834, 978-1398620834\nSynopsis\nUnderstanding the psychological elements of consumer behaviour is key for marketing success. This practical textbook for undergraduate and postgraduate students will enable them to apply this knowledge across marketing tasks.\n\nApplied Consumer Psychology is ideal for students of consumer psychology, specifically at final year undergraduate and postgraduate levels. It is structured around the different practical tasks that marketers face every day. \n\nThis textbook:\n- features chapters on attention, motivation, personality and consumer learning \n- demonstrates how these are used in practice across the marketing function\n- shows how language in copywriting can affect perception of discount pricing and how eye-tracking technology can help underst.