Consumer Psychology for Marketing
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This text shows how psychology can make sense of consumer behaviour, arguing that traditional segmentation criteria are not always appropriate in a world growing ever more fluid and complex. The work explores information processing; the influence of personality and style on consumer choice; sex symbolism; situational and social contexts; and retail environments. This analysis is related to practical needs of the modern marketing manager, offering a blend of theory and practice.
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This text shows how psychology can make sense of consumer behaviour, arguing that traditional segmentation criteria are not always appropriate in a world growing ever more fluid and complex. The work explores information processing; the influence of personality and style on consumer choice; sex symbolism; situational and social contexts; and retail environments. This analysis is related to practical needs of the modern marketing manager, offering a blend of theory and practice.
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