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The Psychology of Marketing

DOI link for The Psychology of Marketing

The Psychology of Marketing book

Cross-Cultural Perspectives

The Psychology of Marketing

DOI link for The Psychology of Marketing

The Psychology of Marketing book

Cross-Cultural Perspectives
ByGerhard Raab, G. Jason Goddard, Alexander Unger
Edition 1st Edition
First Published 2010
eBook Published 24 February 2016
Pub. location London
Imprint Routledge
DOI https://doi.org/10.4324/9781315553795
Pages 414 pages
eBook ISBN 9781315553795
SubjectsBehavioral Sciences, Economics, Finance, Business & Industry
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Raab, G., Goddard, G., Unger, A. (2010). The Psychology of Marketing. London: Routledge, https://doi.org/10.4324/9781315553795

This comprehensive guide to both the theory and application of psychology to marketing comes from the author team that produced the acclaimed Customer Relationship Management. It will be of immeasurable help to marketing executives and higher level students of marketing needing an advanced understanding of the applied science of psychology and how it bears on consumers; on influencing; and on the effective marketing of organizations themselves, as well as of products and services. Drawing on consumer, management, industrial, organizational, and market psychology, The Psychology of Marketing's in-depth treatment of theory embraces: ¢ Cognition theories. ¢ Personality, perception and memory. ¢ Motivation and emotion. ¢ Power, control, and exchange. Complemented by case studies from across the globe, The Psychology of Marketing provides a trans-national perspective on how the theory revealed here is applied in practice. Marketers and those aspiring to be marketers will find this book an invaluable help in their role as 'lay psychologists'.

TABLE OF CONTENTS

chapter 1|14 pages

Market Psychology in the Context of Systematics

part |2 pages

Part I Cognition Theories

chapter 2|14 pages

Theories of Perception and Social Judgment Formation as Starting Points

chapter 3|12 pages

The Theory of Social Comparisons 31

WithTheory

chapter 4|22 pages

The Theory of Cognitive Dissonance 43

WithTheory

chapter 5|12 pages

The Theory of Psychological Reactance 65

WithTheory

chapter 6|18 pages

Attribution Theories 77

WithTheory

chapter 7|10 pages

Cognitive Response 95

WithTheory

chapter 8|12 pages

Theories of Information Processing

chapter 9|10 pages

Judgment Heuristics

part |2 pages

Part II On the Development of Personality Via Perception and on Through to Memory

chapter 10|18 pages

Developmental Psychology

chapter 11|20 pages

Personality Theories

chapter 12|14 pages

The Psychology of Perception

chapter 13|16 pages

Learning Theory

part |2 pages

Part III Motivation and Emotion

chapter 14|22 pages

Motivation 199

WithTheory

chapter 15|18 pages

Emotions 221

WithTheory

part |2 pages

Part IV Power, Control, and Exchange

chapter 16|24 pages

Power 241

WithTheory

chapter 17|16 pages

Theories of Control—Customers’ Desire for Control

chapter 18|16 pages

Exchange Theories—Equity as a Prerequisite of Enduring Customer Relationships

part |2 pages

Part V The Layperson as Psychologist, and the Search for Insight

chapter 19|14 pages

Lay Epistemology 299

WithTheory

chapter 20|22 pages

Biological Psychology—Scientific Bases of Economical Behavior

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