Utilizing Consumer Psychology in Business Strategy

Utilizing Consumer Psychology in Business Strategy

Tevfik Dalgic (University of Texas at Dallas, USA) and Sevtap Unal (Izmir Katip Celebi University, Turkey)
Release Date: April, 2018|Copyright: © 2018 |Pages: 325
ISBN13: 9781522534488|ISBN10: 1522534482|EISBN13: 9781522534495|DOI: 10.4018/978-1-5225-3448-8


Consumer behavior is becoming increasingly complex in the current global market. A broader understanding of the psychologically driven motivation of consumers and characteristics of the consumer decision-making process is vital for effective customer engagement.

Utilizing Consumer Psychology in Business Strategy provides emerging research on consumer behavior and decision-making processes through the lens of business advancement and innovation. While highlighting topics such as brand personality, consumer perception, and marketing strategy, this publication explores various types of consumer behavior and methods to maximize benefits and efficiency. This book is an important resource for business administrators, managers, practitioners, academics, and students seeking emerging research on the consumer markets.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Attitude Characteristics
  • Brand Personality
  • Consumer Learning
  • Consumer Perception
  • Consumption Emotions
  • Marketing Strategy
  • Sensory Systems
  • Trait Theory

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Tevfik Dalgic works at the University of Texas at Dallas, Naveen Jindal School of Management. He is a graduate of Middle East Technical University (METU) of Turkey. He completed undergrad and graduate studies at the Management Department of this university where he got his BA and MBA degrees. His Doctorate Degree comes from Gazi University, Ankara. He worked at Trinity College Dublin, Dublin Institute of Technology, Henley Management College and The University of Sheffield UK and Hogeschool van Utrecht, The Netherlands. He has published several papers in marketing, international marketing and international business fields. His edited book: Handbook of Niche Marketing: Principals and Practice and his co-authored book Customer-Oriented Marketing Strategy published in the US. His co-authored book: Marketing en Kwalitait(Marketing and Quality-in Dutch) published in The Netherlands. He is on Editorial Boards of several academic journals.
Sevtap Unal is a professor and the head of the International Trade and Marketing department in the Economics and Business Administration Faculty at the Izmir Katip Celebi University in Turkey. During 2015-2016, she was visiting Professor at the University of Texas at Dallas. Unal completed her M.S and Ph.D. at Ataturk University where he has been a faculty member for fifteen years. Her research interests lie in the area of consumer behavior, consumer psychology, and marketing research. She has published numerous books, articles, and conference papers into national and international journals and conferences. She is serving as editor and reviewer for the national and international journals. A paper she was co-author received the award for best paper at the 5th International Conference on Leadership, Technology, Innovation and Business Management (2015).