| Description |
1 online resource (xi, 331 pages) : illustrations |
| Contents |
Bridging theory and practice : a conceptual model of relevant research / Bernd Schmitt -- Optimal marketing for really new products : using a consumer perspective to improve communications / Steve Hoeffler and Michal Herzenstein -- Consumer tunnel vision and implications for managing the marketing mix / Steven S. Posavac, David M. Sanbonmatsu, Shailendra Pratap Jain -- How to target diverse customers : an advertising typology and prescriptions from social psychology / Anne M. Brumbaugh -- Where to draw the line? Managerial implications of behavioral research on deceptive advertising / Guang-Xin Xie and David M. Boush -- Verbal and visual interaction in print advertisements / Yeqing Bao, Shi Zhang, and James T. Simpson -- Comparative advertising research : a review and research agenda / Meng-Hua Hsieh [and others] -- Brand experience : managerial applications of a new consumer psychology concept / J. Josko Brakus, Bernd Schmitt, and Lia Zarantonello -- Success stories : how marketing managers can leverage the psychology of narratives / Jennifer Edson Escalas -- The consumer-generated product review : its effect on consumers and marketers / Ohyoon Kwon and Yongjun Sung -- Improving the predictive power of consumer research by measuring naturally occurring judgments / Maria L. Cronley [and others] -- Negativity and customer satisfaction : its managerial implications / Keiko I. Powers -- Nonconscious processes in consumer behavior : a review of prior literature and implications for marketing / Israel Martinez [and others] -- Marketing insights from a model of action and empirical findings / Geraldine Fennell |
| Summary |
Filled with solid, actionable information and advice, this unique handbook focuses on how knowledge of the principles of consumer psychology can be used to improve managerial decision making and organizational performance |
| Bibliography |
Includes bibliographical references and indexes |
| Subject |
Consumer behavior.
|
|
Marketing -- Management.
|
|
BUSINESS & ECONOMICS -- Consumer Behavior.
|
|
Consumer behavior
|
|
Marketing -- Management
|
| Form |
Electronic book
|
| Author |
Posavac, Steven S., 1969-
|
|
Society for Consumer Psychology.
|
| LC no. |
2011003612 |
| ISBN |
0765629666 |
|
9780765629661 |
|
