Psychological Foundations of Marketing

This is the only textbook to provide an applied, critical introduction to the role of psychology in marketing, branding and consumer behavior. Addressing issues of motivation, perception and decision-making, the book features case studies throughout to highlight how psychological research can be applied in the marketplace. Updated to include analysis of the effects of digital media and technology, as well as the role of personality and social context, the book is ideal for both students and professionals, building to provide a complete primer on how psychology informs and explains marketing strategies, and how consumers respond to them.