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This new handbook, sponsored by the Society for Consumer Psychology, contains a series of original contributions in which top researchers in each area provide a succinct review of theory and research studies in consumer psychology and marketing, advertising and consumer behavior. Top scholars who have contributed to this handbook outline what they see as the major challenges and future research that is needed in their fields. The handbook is divided into the following sections:
Introduction: History of Consumer Psychology
Consumer Informational Processing
Motivation, Affect and Consumer Decisions
Persuasion, Attitudes and Social Influence
Behavioral Decision Research
Products, Preferences, Places and People
Consumer Well Being
Advances in Research Methods
This Handbook will be an excellent interface among many disciplines (e.g. Marketing, Psychology, Advertising, and Consumer Behavior) and will help students and researchers understand the psychological processes underlying consumer behavior.