Psychology of Consumer Behavior e-bog
436,85 DKK
(inkl. moms 546,06 DKK)
After years of study in the area of consumer behavior, Mullen and Johnson bring together a broad survey of small answers to a big question: "e;Why do consumers do what they do?"e; This book provides an expansive, accessible presentation of current psychological theory and research as it illuminates fundamental issues regarding the psychology of consumer behavior. The authors hypothesize...
E-bog
436,85 DKK
Forlag
Psychology Press
Udgivet
17 juni 2013
Længde
232 sider
Genrer
JFFT
Sprog
English
Format
epub
Beskyttelse
LCP
ISBN
9781134932894
After years of study in the area of consumer behavior, Mullen and Johnson bring together a broad survey of small answers to a big question: "e;Why do consumers do what they do?"e; This book provides an expansive, accessible presentation of current psychological theory and research as it illuminates fundamental issues regarding the psychology of consumer behavior. The authors hypothesize that an improved understanding of consumer behavior could be employed to more successfully influence consumers' use of products, goods, and services. At the same time, an improved understanding of consumer behavior might be used to serve as an advocate for consumers in their interactions in the marketplace.