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Consumer Psychology

Consumer Psychology
Theories & Applications

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March 2023 | 376 pages | SAGE Publications Ltd
Consumer Psychology: Theories and Applications is the first textbook that systematically discusses a wide range of the psychological theories and their applications in consumer behaviour in an accessible style. The selected psychological theories include both classic theories and contemporary developments, and the applications in consumer behaviour draw from state-of-the-art research underpinned by theories and practical implications.

Why are influencers with a smaller number of followers sometimes more effective than the mega influencers? Why are the sounds of brands, such as Coca-Cola and Kit Kat, attractive to consumers? How does music, scent, or lighting influence shoppers? Why can using consumption to boost self-esteem be negative to consumer well-being? Readers will explore these questions and more.

This textbook is essential reading for advanced marketing students and also applied psychology students looking at the business world. It includes a chapter on research methods in consumer psychology and can also provide a vital guide for those completing a dissertation project in consumer psychology.  

Hazel Huang is a Chartered Marketer of the Chartered Institute of Marketing and an Assistant Professor in Marketing at Durham University Business School, UK.
Consumer Knowledge
Consumer Inference and Evaluation
Consumer Implicit Cognition
Consumer Development and Socialisation
Emotions in Consumer Behaviour
Consumer Motivation
Consumer Identity - I Shop; Therefore, I am
Environmental Psychology and Consumer Behaviour
Evolutionary Psychology and Consumer Behaviour
Consumer Well-Being
Research Methods in Consumer Psychology

This is an excellent textbook for students' studying consumer psychology and researching it for their dissertations. The chapter on research methods is particularly concise and informative so I will definitely be recommending it to students whose interests it suits.

Mr John Hirst
Durham Business School, Durham University
June 6, 2023

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ISBN: 9781473906983

ISBN: 9781473906976

Help your students build critical thinking skills