Social Psychology of Consumer Behavior

Social Psychology of Consumer Behavior

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The Social Psychology of Consumer Behavior brings together the most promising and theoretically fruitful research developments by internationally renowned scholars, whose work is at the cutting edge of research. Experts from both fields a€“ social psychology and consumer behavior a€“ provide an informed, up-to-date overview, from an original integrative perspective. The aim of this volume is two-fold. On the one hand, the application of social psychology to consumer behavior is meant to broaden the horizon of social psychologists. On the other hand, students and researchers of consumer behavior will be offered an advanced account of relevant theories tailored to their interests. While the range of topics is rather broad a€“ including the construal of judgments and decisions, affective and cognitive feelings, social and media influences, and goals and self-regulation a€“ each chapter is focused on one specific theoretical or methodological perspective and thereby gives a comprehensive and penetrative account of the relevant issues and the respective research. The volume provides an invaluable resource to students, researchers, and instructors in social psychology, consumer psychology, consumer behavior, and marketing.... to have children or not, but whether to have tea or coffee, use our credit card or pay cash, or other seemingly trivial decisions. ... Rather, they may be habitual, such as switching to CNN to get the news or accessing Google when looking up some information. ... People may also perceive of products as extended selves ( Belk, 1988); for exam- ple, they may identify with their cars just as they do with pets.

Title:Social Psychology of Consumer Behavior
Author: Michaela Wanke
Publisher:Psychology Press - 2008-12-16

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