Description
Consumer Psychology: Theories & Applications is an essential resource for understanding the complex psychological factors that influence how consumers think, feel, and make purchasing decisions. Authored by Hazel Huang and published by SAGE Publications Ltd, this book bridges the gap between academic theory and real-world marketing practice.
The text examines fundamental psychological concepts including perception, motivation, attitude formation, and decision-making processes that shape consumer behavior. Through evidence-based research and contemporary case studies, readers gain insights into why consumers choose certain products, respond to specific marketing messages, and develop brand loyalty.
Ideal for marketing professionals, business students, and entrepreneurs, this comprehensive guide provides actionable strategies for leveraging psychological principles in advertising, product development, and customer engagement. The book combines classical theories with modern applications relevant to today’s digital marketplace.
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