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Psychological Foundations of Marketing the Keys to... ---- (Cover)

The book 'Psychological Foundations of Marketing' by Kimmel & Kimmel explores the influence of psychology on consumer behavior and marketing practices. It covers key areas such as motivation, perception, decision making, personality, and social behavior, providing theoretical insights and practical applications. This resource is valuable for academics, students, and professionals in marketing, psychology, and consumer behavior fields.

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38 views3 pages

Psychological Foundations of Marketing the Keys to... ---- (Cover)

The book 'Psychological Foundations of Marketing' by Kimmel & Kimmel explores the influence of psychology on consumer behavior and marketing practices. It covers key areas such as motivation, perception, decision making, personality, and social behavior, providing theoretical insights and practical applications. This resource is valuable for academics, students, and professionals in marketing, psychology, and consumer behavior fields.

Uploaded by

oscarjcardonat
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Copyright © 2018. Taylor & Francis Group. All rights reserved.

Kimmel, A., & Kimmel, A. J. (2018). Psychological foundations of marketing : The keys to consumer behavior. Taylor & Francis Group.
Created from bibliouniminuto-ebooks on 2025-02-03 02:24:58.
Psychological Foundations
of Marketing

Are we influenced by ads even when we fast-forward them? Do brands extend our
personalities? Why do we spend more when we pay with a credit card?
Psychological Foundations of Marketing considers the impact of psychology on marketing
practice and research, and highlights the applied aspects of psychological research in the
marketplace.
Each chapter considers a key subject area within psychology, outlines the key theories,
and presents various practical applications of the research. Key concepts are highlighted
and case studies relevant to the material are included at the end of each chapter.
Areas covered include:

• Motivation: the human needs at the root of many consumer behaviors and marketing
decisions.
• Perception: the nature of perceptual selection, attention, and organization and how
they relate to the evolving marketing landscape.
• Decision making: how and under what circumstances it is possible to predict
consumer choices, attitudes, and persuasion.
• Personality and lifestyle: how insight into consumer personality can be used to
formulate marketing plans.
• Social behavior: the powerful role of social influence on consumption.

This book will be of great interest to a diverse audience of academics, students, and
professionals, and will be essential reading for courses in marketing, psychology, consumer
behavior, and advertising.
Copyright © 2018. Taylor & Francis Group. All rights reserved.

Allan J. Kimmel is a retired Professor of Marketing at ESCP Europe in Paris, France and
served as a visiting professor at Université Paris IX-Dauphine (Paris) and ESSEC Business
School (Paris), and visiting lecturer at TEC de Monterrey (Mexico), Universidad de San
Andrés (Buenos Aires, Argentina), Turku School of Economics (Finland), and the
University of Vaasa (Finland). His research and writing interests focus on consumer
behavior, marketing and research ethics, deception, commercial rumors, connected
marketing, and word of mouth.

Kimmel, A., & Kimmel, A. J. (2018). Psychological foundations of marketing : The keys to consumer behavior. Taylor & Francis Group.
Created from bibliouniminuto-ebooks on 2025-02-03 02:24:58.
Copyright © 2018. Taylor & Francis Group. All rights reserved.

Kimmel, A., & Kimmel, A. J. (2018). Psychological foundations of marketing : The keys to consumer behavior. Taylor & Francis Group.
Created from bibliouniminuto-ebooks on 2025-02-03 02:24:58.

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