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New Consumer Psychology : Scanning Buying Behavior With MRI of the Mind (Paperback) (Sang Min Whang)

New Consumer Psychology : Scanning Buying Behavior With MRI of the Mind (Paperback) (Sang Min Whang) - image 1 of 1
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The term ‘consumption’ is generally thought of as process by which individuals purchase goods and services.The New Consumer Psychology attempts to explain consumption as a social behavior that satisfies individual values and desires. In modern society, individual needs are no longer determined solely by age or gender, but by the life values and desires that one pursues. This book uncovers people's subjective experiences of consumption in the capitalist society with interesting inside stories ranging from politics to designer handbags.

The book also provides valuable consumer insights into business and individuals by going beyond the limitations of population statistics and demonstrates Q-methodology is used to analyse consumers’ subjective responses. This book is an interesting take on how we should shift our focus from products to people and explains why identification and interpretations of different consumer groups are important in smart targeting. Its content will definitely inspire marketing strategies and market effectiveness.

The term ?consumption? is generally thought of as process by which individuals purchase goods and services.The New Consumer Psychology attempts to explain consumption as a social behavior that satisfies individual values and desires. In modern society, individual needs are no longer determined solely by age or gender, but by the life values and desires that one pursues. This book uncovers people's subjective experiences of consumption in the capitalist society with interesting inside stories ranging from politics to designer handbags.

The book also provides valuable consumer insights into business and individuals by going beyond the limitations of population statistics and demonstrates Q-methodology is used to analyse consumers? subjective responses. This book is an interesting take on how we should shift our focus from products to people and explains why identification and interpretations of different consumer groups are important in smart targeting. Its content will definitely inspire marketing strategies and market effectiveness.

Number of Pages: 202.0
Genre: Business + Money Management, Psychology
Sub-Genre: Social Psychology, Consumer Behavior
Format: Paperback
Publisher: Taylor & Francis
Author: Sang Min Whang
Language: English
Street Date: November 2, 2015
TCIN: 21530674
UPC: 9781138898936
Item Number (DPCI): 247-49-3926

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