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  • Consumer psychology : theories & applications
    Huang, Hazel
    Consumer Psychology : theories and applications is the first textbook that systematically discusses a wide range of the psychological theories and their applications in consumer behaviour in an ... accessible style. The selected psychological theories include both classic theories and contemporary developments, and the applications in consumer behaviour draw from state-of-the-art research underpinned by theories and practical implications. Why are influencers with a smaller number of followers sometimes more effective than the mega influencers? Why are the sounds of brands, such as Coca-Cola and Kit Kat, attractive to consumers? How does music, scent, or lighting influence shoppers? Why can using consumption to boost self-esteem be negative to consumer well-being? Readers will explore these questions and more. This textbook is essential reading for advanced marketing students and also applied psychology students looking at the business world. It includes a chapter on research methods in consumer psychology and can also provide a vital guide for those completing a dissertation project in consumer psychology.
    Type of material - textbook ; adult, serious
    Publication and manufacture - Los Angeles [etc.] : SAGE, cop. 2023
    Language - english
    ISBN - 978-1-4739-0698-3; 1-4739-0698-9; 978-1-4739-0697-6; 1-4739-0697-0
    COBISS.SI-ID - 173904899

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Šiška 0000000005 HUANG H. Consumer
IN: 90231046498 Šiška 005 HUANG H. Consumer
IN: 90231046498 		available - outside loan, loan period: 21 days
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