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This is the only textbook to provide an applied, critical introduction to the role of psychology in marketing, branding and consumer behavior. Ideally suited for both students and professionals, the new edition is a complete primer on how psychology informs and explains marketing strategies, and how consumers respond to them.The book provides comprehensive coverage of: Motivation: the human needs at the root of many consumer behaviors and marketing decisions. Perception: the nature of perceptual selection, attention, and organization and how they relate to the evolving marketing landscape. Decision making: how and under what circumstances it is possible to predict consumer choices, attitudes, and persuasion. Personality and lifestyle: how insight into consumer personality can be used to formulate marketing plans. Social behavior: the powerful role of social influence on consumption. Now featuring case studies throughout to highlight how psychological research can be applied in the marketplace, and insightful analysis of the role of digital media and new technologies, this award-winning textbook is required reading for anyone interested in this fascinating and evolving subject.

By examining the interface between consumer behavior and new product development, People and Products: Consumer Behavior and Product Design demonstrates the ways in which consumers contribute to product design, enhance product utility, and determine brand identity. With increased connectedness and advances in technology, consumers and marketers are more closely connected than ever before. Yet consumer behavior texts often overlook the application of the subject to product design, testing, and success. This is the first book to explore this interface in detail, exploring such issues as: the attributes and qualities that consumers demand from products and services, and social and cultural forces to be aware of; design and form and how they facilitate product usage; technological developments and the ways they have changed how consumers interact with products; product disposal and sustainability; emerging and future trends in consumer behavior and product development and design. This exciting volume is relevant to anyone interested in marketing, consumer behavior, product development, technology, engineering, design, and brand management.

A CHOICE Outstanding Academic Title 2013! Are we influenced by ads even when we fast-forward them? Do brands extend our personalities? Why do we spend more when we pay with a credit card? Psychological Foundations of Marketing considers the impact of psychology on marketing practice and research, and highlights the applied aspects of psychological research in the marketplace. This book presents an introduction to both areas, and provides a survey of the various contributions that psychology has made to the field of marketing. Each chapter considers a key topic within psychology, outlines the main theories, and presents various practical applications of the research. Topics covered include: Motivation: The human needs at the root of many consumer behaviors and marketing decisions. Perception: The nature of perceptual selection, attention and organization and how these perceptual processes relate to the evolving marketing landscape. Decision making: How and under what circumstances it is possible to predict consumer choices, attitudes and persuasion? Personality and lifestyle: How insight into consumer personality can be used to formulate marketing plans. Social behavior: The powerful role of social influence on consumption. This book will be of great interest to a diverse audience of academics, students and professionals, and will be essential reading for courses in marketing, psychology, consumer behavior and advertising.

These are exciting times for business managers and marketing professionals, yet the challenges imposed by ongoing social and technological developments are daunting. In an age in which marketers can reach their audiences with greater facility than ever before, firms have never been less in control of their customer targets. This increasing connectedness of consumers provides a range of unique and promising opportunities for product and brand managers. Connecting With Consumers describes the various strategies and techniques that can be utilized to harness consumer influence. The book traces evolving developments in the consumer marketplace, considers their impact on the potential reshaping of the marketing profession, and describes the emerging set of tools that can enable marketers to respond to new marketplace realities. It provides, clear, up-to-date coverage of a number of topics currently on the minds of many: Web 2.0, word of mouth, buzz, the social web, social media metrics, customer engagement, viral and guerrilla marketing. The book critically assesses emerging marketing strategies and tools within the context of research and theory, and provides numerous applied examples to illustrate marketing successes and common pitfalls to avoid. It argues throughout for a more collaborative relationship between companies and consumers towards their mutual benefit. Although the balance of power has shifted to the consumer for each of the various aspects of the marketing process, collaboration is what the future of marketing likely will be all about. Marketers can avoid irrelevance in the face of change, but this will require a clear commitment to connecting with consumers rather than searching for ways to regain control over them. The book challenges marketers to make a choice: embrace the ongoing changes as opportunities for reshaping relationships with consumers, or cling to the past at the risk of becoming irrelevant. This is the book for those who choose the first alternative.

Styles brings together leading authorities from both academia and the marketing industry to provide a comprehensive overview and analysis of the rapidly changing world of marketing communication in the 21st Century. Containing a broad tableau of perspectives, the book reflects the insights and experiences of academics and practitioners from both sides of the Atlantic. With its timely and in-depth focus on contemporary and evolving trends in marketing communication, this book will be of interest to a diverse audience of academics, students, and marketing professionals. Primarily intended as a supplemental reader for undergraduate, graduate, and MBA courses, the focus on emerging developments in the field will also appeal to a broad range of researchers and marketing professionals.