商品簡介
- How do consumers process information?
- How do they make choices and decisions?
- How are decisions translated into actions of consumption?
- How can marketing influence and respond to consumers?
The Social Psychology of Consumer Behaviour provides a deeper perspective than standard texts which tend to be either atheoretical, overly encyclopedic, or outdated. It considers why consumers buy what they do, and how they go about making individual and group decisions concerning consumption.
The result is essential reading for students, researchers and practitioners in psychology and marketing, as well as for those in related fields such as public policy, public health, health psychology, political science and sociology.
作者簡介
Zeynep Gurhan-Canli is Assistant Professor, Michigan Business School, University of Michigan, Ann Arbor, MI, USA.
Joseph R. Priester is Assistant Professor, Michigan Business School, University of Michigan, Ann Arbor, MI, USA.
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