Psychology of the Consumer and Its Development

An Introduction

AvRobert C. Webb

Häftad, Engelska, 2012

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Beskrivning

An unusually understandable survey of the forces or perception and feeling that determine the purchases we make; and the psychological needs that they fulfill. Research based throughout, it shows how ads use classical conditioning, harnessing psychological motivation to create image and sell products.

Produktinformation

Utgivningsdatum:2012-10-23
Mått:155 x 235 x 21 mm
Vikt:575 g
Format:Häftad
Språk:Engelska
Serie:Springer Series in Adult Development and Aging
Antal sidor:362
Förlag:Springer-Verlag New York Inc.
ISBN:9781461371588

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Innehållsförteckning

1. Introduction.- 2. Attention and Awareness.- Modes and Levels.- Results of Increased Attention.- Variables of Attention.- Mainly-Stimulus Variables.- Between-Stimulus Variables.- 3. Inferences of Organization and Meaning.- Inferences of Organization.- Perceptual Organization.- Memory Organization.- Inferences of Completion.- Visual Construction.- Auditory Construction.- Inferences of Meaning.- 4. Cognition, Reasoning, and Choosing.- General Principles of Memory.- Inferences of Reasoning.- Distortions of Inference.- Making Choices: Cognitive Elements.- 5. Aspects of the Unconscious.- Unconscious Memory Influences.- Subliminal Perception.- Subattentional Perception.- Background Music.- Freudian Symbolism.- 6. Affect, Emotion, and Involvement.- Definitions and Distinctions.- Cognitive Impact of Affect.- Making Choices: Affective Elements.- 7. Attitudes and Persuasion.- Overview and Definitions.- Attitude Formation: The Cognitive Component.- Schema Congruity Theory.- Attitude Formation: The Affective Component.- Variables of Attitudinal Change.- 8. Psychological Needs.- Need to Feel Worth.- Sources of Self-Worth.- Cohort Versus Age Differences.- Other Approaches to Psychological Needs.- 9. Classical Conditioning in Marketing.- Classical Conditioning Basics.- Affective Conditioning.- Cognitive Conditioning.- 10. Operant Conditioning in Marketing.- Simple Conditioning.- Complex Conditioning.- The Nature of Reinforcement.- 11. Culture and Family Influences.- The Role of Culture.- Family Dynamics.- 12. Developmental Factors.- Our Personal History of Affect and Cognition.- Information Processing in Children.- Information Processing in Older Adults.- Processing Deficits.- References.