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.
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
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
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
Spese di spedizione:
EUR 5,26
Da: Regno Unito a: U.S.A.
Descrizione libro paperback. Condizione: New. Language: ENG. Codice articolo 9781138898936
Descrizione libro Paperback / softback. Condizione: New. This item is printed on demand. New copy - Usually dispatched within 5-9 working days. Codice articolo C9781138898936
Descrizione libro Paperback / softback. Condizione: New. New copy - Usually dispatched within 4 working days. Codice articolo B9781138898936
Descrizione libro PAP. Condizione: New. New Book. Shipped from UK. THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Codice articolo L0-9781138898936
Descrizione libro Paperback. Condizione: Brand New. 202 pages. 9.00x6.00x0.50 inches. In Stock. Codice articolo __1138898937
Descrizione libro Condizione: New. Codice articolo ABLIING23Mar2317530328632
Descrizione libro Condizione: New. PRINT ON DEMAND Book; New; Fast Shipping from the UK. No. book. Codice articolo ria9781138898936_lsuk
Descrizione libro Paperback. Condizione: New. Codice articolo 6666-IUK-9781138898936
Descrizione libro Condizione: New. Codice articolo I-9781138898936
Descrizione libro PAP. Condizione: New. New Book. Delivered from our UK warehouse in 4 to 14 business days. THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Codice articolo L0-9781138898936