Tài liệu Consumer Psychology - Cathrine V. Jansson-Boyd

Consumer Psychology - Cathrine V. Jansson-Boyd



Contents
Preface vii
Acknowledgements xi
1 Consumer Psychology: what it is and how it emerged 1
2 Consumer memory and learning 14
3 Perception and attention 38
4 Identity and consumption 54
5 The emotional consumer 69
6 Attitudes 82
7 Advertising psychology 96
8 Motivational determinants of consumer behaviour 115
9 Consumer decision-making and brand loyalty 131
10 The Internet 147
11 Children as consumers 158
12 Consumption and happiness 172
13 Consumers and the environment 186
References 199
Author index 239
Subject index 253

Preface
This book sets out to provide readers with aspects of Consumer Psychology that
are essential to understanding consumer behaviour. To date, there have not
been many books with the words ‘Consumer Psychology’ in their titles. Those that
have included them have often been more marketing-oriented than focused on
psychology. However, this book focuses on the psychology of consumers and additionally
draws upon marketing-related research that can aid the understanding of
how consumers think and behave.
Because there has not been one ‘typical’ or ‘standard’ type of textbook used
universally by consumer psychologists in their teaching around the world, lecturers
have often ‘made up’ their own Consumer Psychology modules. This has been
particularly evident in Europe where modules vary greatly in their contents even
though the name is the same. Therefore, it is likely that some lecturers may feel that
the contents of this book do not cover all the topics that they would like it to.
However, this book incorporates the topics that are most commonly included
in Consumer Psychology courses around the world, so it will appeal equally to
readers in different countries.
New and exciting research within the discipline of Consumer Psychology is
constantly emerging. Consequently, the field of Consumer Psychology is moving
very quickly, meaning that individuals with a particular interest in this area should
make use of research journals in addition to this textbook. Even though this book
includes some up-to-date research, it is more about presenting an overall rounded
view of Consumer Psychology, which comprises new as well as older ‘traditional’
theories and perspectives.
The book consists of thirteen chapters that are all structured in the same way.
Each chapter covers a different subject area. First, an introductory paragraph
briefly outlines what the reader can expect from the chapter. Throughout the chapter,
key concepts are highlighted in bold, so that the reader knows what they ought
to familiarize themselves with. The key concepts are fully explained in the glossary
at the end of the chapter. Also at the end is a short summary followed by either
a class exercise or five discussion questions. Both the class exercises and the
questions are intended to stimulate further thinking and debate.
Chapter 1 briefly introduces Consumer Psychology and how its foundation is
grounded in scientific methods. Additionally, there is also an outline of how Consumer
Psychology has grown as a scientific discipline in parallel with the development
of the consumer society in which we live today. The history focuses on the
period between the mid-seventeenth century and the mid-twentieth century. What
is particularly interesting is that psychological investigations into specific aspects
of consumption are nothing new. Furthermore, it also reveals that some very
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well-known psychologists who are commonly studied in psychology undergraduate
degrees, have conducted consumer-related research.
Chapter 2 introduces memory and learning. It outlines key aspects of memory
such as short-term and long-term memory, as well as how consumers remember
and forget information. Moreover, it delineates behavioural, cognitive and social
learning approaches. It is essential for a consumer psychologist to have a good
understanding of both the areas of memory and learning.
Just like Chapter 2, the third chapter also covers cognitive aspects of psychology.
In this chapter perception and attention are discussed. You will become
familiar with how humans perceive stimuli, how perception is linked to attention
and what can be done to capture consumers’ attention.
Chapter 4 discusses how people can define who they are (or try to define who
they are) through consumption. It explores how people form their identity and
whether or not this can be done through the use of goods that have symbolic
meaning.
How emotions can guide consumer behaviour is looked at in Chapter 5. Most
aspects of consumption are guided in one way or another by how people feel. It is
simply impossible for consumers to detach themselves from how they feel. The
effects of emotions are often subconscious and it can therefore be difficult to establish
when they play a part in consumer behaviours. Chapter 5 looks at how emotions
impact upon cognitive processes such as attention and recall, as well as how
they affect decision-making. Additionally, the chapter also deals with persuasive
theories of emotion that shed some light on whether or not consumers may be
persuaded by factors they encounter in a consumer environment.
Chapter 6 explores the area of attitudes. It looks at how they are formed and why
people change them. An outline of whether or not attitudes can predict behaviour
is also included. Furthermore, the chapter finishes with an outline of how the mass
media can influence people’s attitudes.
Chapter 7 introduces the psychology of advertising. A lot has been written about
advertising and it is therefore beyond the scope of this chapter to look at all the
possible angles of how to make an advert effective. The chapter focuses on how the
Elaboration Likelihood Model can be used to explain when advertising is at its most
persuasive and, as a result, can favourably alter consumers’ attitudes. Moreover, the
role of humour, sex, music, fear and shock tactics is also presented.
What motivates consumers to purchase products and services is covered in
Chapter 8. This chapter explores motivation as well as looking at common theories
of motivation.
Decision-making and brand loyalty are the topics of Chapter 9. It explains how
decision-making is affected by different types of heuristics and looks at whether or
not consumers can and do make rational decisions. The chapter also outlines what
brand loyalty means as well as why consumers become loyal to brands.
Chapter 10 elaborates upon the Internet and how it has become incredibly
popular since it first emerged. Naturally, the chapter looks at Internet consumption.
This includes how consumers conduct searches on the web and how they make
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decisions online. Because using the Internet is a consumer activity in itself, the
chapter also looks at aspects that may seem less obviously linked to consumption,
namely, how it is used as a social tool.
How children differ from adult consumers is covered in Chapter 11. A wide
range of other consumer aspects are also covered in this chapter, including how
mainstream media (e.g. television) can affect children’s thoughts and behaviour,
the use of computers, and how well children understand advertising. A lot has been
written about children as consumers, especially about the influence of television
upon aggressive behaviour. This chapter introduces some key aspects of this subject
area. For particularly keen students, it would be highly recommended that they
conduct additional reading as it is simply impossible to cover all angles in one
chapter.
Chapter 12 examines whether or not there is a link between consumption and
happiness. It starts by defining what happiness is and how it can be measured. The
chapter then continues by outlining how consumption can be disadvantageous
by looking at people who are highly materialistic and those who become addicted
to gathering possessions. In the latter part of the chapter a more positive side
to consumption is presented. Then the chapter reveals how different types of consumption
can make people feel happier overall.
In the final chapter, Chapter 13, the topic of how consumption affects our
environment is explored. This chapter looks at how consumers view environmentally
friendly products, and whether or not it is possible to reduce consumption
of goods and services that are detrimental to our environment.
The thirteen chapters of this book present and review essential topics of
Consumer Psychology, by revisiting old key studies as well as discussing recently
conducted research. Generally, the book draws on multiple areas of psychology
but focuses mainly on the traditional ones such as cognitive, behavioural and social
approaches. Some areas of research do not feature extensively in this book, for
example, cognitive neuropsychological studies.
Recently, cognitive neuroscience studies have also been applied to Consumer
Psychology. This is a very new and exciting development of Consumer Psychology
that often makes use of fMRI (functional magnetic resonance imaging). Aspects of
cognitive neuroscience studies are briefly mentioned. The reason for not including
extensive amounts of such research is partially due to the fact that it is not yet
commonly taught in a consumer psychological context. However, it is worth
acknowledging that such research is on the rise and is likely to contribute to a better
understanding of consumer behaviour in the future. But until this happens it is
more practical for students to focus their time and energy on subject areas that are
currently deemed to be essential to Consumer Psychology.