The New Consumer Psychology

Scanning buying behavior with MRI of the mind

Sang Min (Leo) Whang (Autor)

Buch | Hardcover

230 Seiten

2015
Routledge (Verlag)
978-1-138-89892-9 (ISBN)

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The term ‘consumption’ is generally thought of as process by which individuals purchase goods and services. The New Consumer Psychology attempts to explain consumption as a social behavior that satisfies individual values and desires. In modern society, individual needs are no longer determined solely by age or gender, but by the life values and desires that one pursues. This book uncovers people's subjective experiences of consumption in the capitalist society with interesting inside stories ranging from politics to designer handbags.

The book also provides valuable consumer insights into business and individuals by going beyond the limitations of population statistics and demonstrates Q-methodology is used to analyse consumers’ subjective responses. This book is an interesting take on how we should shift our focus from products to people and explains why identification and interpretations of different consumer groups are important in smart targeting. Its content will definitely inspire marketing strategies and market effectiveness.

Sang Min (Leo) Whang is a professor in the department of psychology at Yonsei University. He received his PhD in psychology from Harvard University. Dr. Whang’s main interests are the effects of socio-cultural circumstances on human behaviors and thoughts. His research interests cover multiple issues, including popular culture, digital media, consumer behavior, cyber space, online games, advertisements, image, and myth. However, much of his research explores the beliefs and common notions people have in daily life and identifies patterns of behavior in everyday contexts.

Prologue Part I: Psychology in the Marketplace 1. The Birth of Consumer Psychology 2. Steal My Heart 3. Psychologist Suggests a New Paradigm for Mind Inquiry 4. Your Mind Has Just Been Scanned Part II: Mission: Case Studies 5. Mission, Capture the Hearts of SK Wyverns’Fans 6. Reveal the Minds on Phone bills Part III: The President and Louis Vuitton 7. The Digital Freaks are coming 8. 21st Century’s Digital Neo-anthropinae Lifestyle 9. Marketing Psychology hidden in Brand Name Consumption Epilogue

Erscheint lt. Verlag	3.11.2015
Zusatzinfo	20 Tables, black and white; 105 Halftones, black and white; 105 Illustrations, black and white
Verlagsort	London
Sprache	englisch
Maße	156 x 234 mm
Gewicht	476 g
Themenwelt	Geisteswissenschaften ► Psychologie ► Allgemeine Psychologie
	Geisteswissenschaften ► Psychologie ► Arbeits- und Organisationspsychologie
	Geisteswissenschaften ► Psychologie ► Sozialpsychologie
	Sozialwissenschaften ► Soziologie ► Spezielle Soziologien
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	1-138-89892-9 / 1138898929
ISBN-13	978-1-138-89892-9 / 9781138898929
Zustand	Neuware