Psychological Foundations of Marketing ─ The Keys to Consumer Behavior

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 a wide range of marketing and psychology topics, including:

• 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 is it 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, insightful analysis of the role of digital media and new technologies, and a glossary of terms, this award-winning textbook is required reading for anyone interested in the fascinating and evolving interplay between psychology and marketing.

Allan J. Kimmel is retired Professor of Marketing at ESCP Europe in Paris, France. He holds MA and Ph.D. degrees in social psychology from Temple University (USA). His research and writing interests focus on consumer behavior, marketing and research ethics, deception, word of mouth and commercial rumors, consumers' relationship to products, and connected marketing.