Description
This
Handbook contains a unique collection of chapters written by the world's leading researchers in the dynamic field of consumer psychology. Although these researchers are housed in different academic departments (ie. marketing, psychology, advertising, communications) all have the common goal of attaining a better scientific understanding of cognitive, affective, and behavioral responses to products and services, the marketing of these products and services, and societal and ethical concerns associated with marketing processes. Consumer psychology is a discipline at the interface of marketing, advertising and psychology. The research in this area focuses on fundamental psychological processes as well as on issues associated with the use of theoretical principles in applied contexts. The
Handbookpresents state-of-the-art research as well as providing a place for authors toput forwardsuggestions for future research and practice. The
Handbook is most appropriate for graduate level courses in marketing, psychology, communications, consumer behavior and advertising.
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