Routledge International Handbook of Consumer Psychology (el. knyga) (skaityta knyga) | knygos.lt

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This unique handbook maps the growing field of consumer psychology in its increasingly global context. With contributions from over 70 scholars across four continents, the book reflects the cross-cultural and multidisciplinary character of the field. Chapters relate the key consumer concepts to the progressive globalization of markets in which consumers act and consumption takes place.



The book is divided into seven sections, offering a truly comprehensive reference work that covers:





The historical foundations of the discipline and the rise of globalization



The role of cognition and multisensory perception in consumers' judgements



The social self, identity and well-being, including their relation to advertising



Social and cultural influences on consumption, including politics and religion



Decision making, attitudes and behaviorally based research



Sustainable consumption and the role of branding



The particularities of online settings in framing and affecting behavior



The Routledge International Handbook of Consumer Psychology will be essential reading for anyone interested in how the perceptions, feelings and values of consumers interact with the decisions they make in relation to products and services in a global context. It will also be key reading for students and researchers across psychology and marketing, as well as professionals interested in a deeper understanding of the field.