ESCP Europe

This book considers the impact of psychology on marketing practice and research, and highlights the applied aspects of psychological research in the marketplace. It presents an introduction to both areas, and provides a survey of the various contributions that psychology has made to the field of marketing. Motivation : the human needs at the root of many consumer behaviors and marketing decisions ; Perception : the nature of perceptual selection, attention and organization and how these perceptual processes relate to the evolving marketing landscape ; Decision making : how and under what circumstances it is possible to predict consumer choices, attitudes and persuasion ; Personality and lifestyle : how insight into consumer personality can be used to formulate marketing plans ; Social behavior : the powerful role of social influence on consumption.