Utilizing Consumer Psychology in Business Strategy

Utilizing Consumer Psychology in Business Strategy

Tevfik Dalgic (University of Texas at Dallas, USA) and Sevtap Unal (Ataturk University, Turkey)
Projected Release Date: April, 2018|Copyright: © 2018 |Pages: 340
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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