{"product_id":"applied-consumer-psychology-how-to-use-psychological-insights-in-marketing","title":"Applied Consumer Psychology: How to Use Psychological Insights in Marketing","description":"\u003cp\u003e\u003cstrong\u003eUnderstanding the psychological elements of consumer behaviour is key for marketing success. This practical textbook for undergraduate and postgraduate students will enable them to apply this knowledge across marketing tasks.\u003c\/strong\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\u003cem\u003eApplied Consumer Psychology \u003c\/em\u003e\u003c\/strong\u003eis ideal for students of consumer psychology, specifically at final year undergraduate and postgraduate levels. It is structured around the different practical tasks that marketers face every day. \u003c\/p\u003e\u003cp\u003eThis textbook: \u003c\/p\u003e\u003cp\u003e- features chapters on attention, motivation, personality and consumer learning \u003c\/p\u003e\u003cp\u003e- demonstrates how these are used in practice across the marketing function \u003c\/p\u003e\u003cp\u003e- shows how language in copywriting can affect perception of discount pricing and how eye-tracking technology can help understand what really captures people's attention in advertisements \u003c\/p\u003e\u003cp\u003e- includes real-world examples from Persil, Boehringer Ingelheim and Cadbury \u003c\/p\u003e\u003cp\u003eThe topics are explored using the latest research and applications, discussing the psychological mechanisms that explain the behaviour. \u003cem\u003eApplied Consumer Psychology \u003c\/em\u003ewill be supported by pedagogical features such as chapter summaries, a glossary of terms and multiple choice questions to help reinforce student learning. Online resources include lecturer PowerPoint slides and interactive experiments.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eAuthors:\u003c\/strong\u003e Gareth J. Harvey\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eFormat:\u003c\/strong\u003e Paperback\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003ePages:\u003c\/strong\u003e 432\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eISBN-13:\u003c\/strong\u003e 9781398620797\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003ePublication date:\u003c\/strong\u003e 20260213\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":43552824393789,"sku":"9781398620797","price":74.66,"currency_code":"AUD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0597\/7689\/2989\/files\/9781398620797.jpg?v=1788333502","url":"https:\/\/www.palmleaf.com.au\/products\/applied-consumer-psychology-how-to-use-psychological-insights-in-marketing","provider":"Palmleaf","version":"1.0","type":"link"}