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Current Perspectives on Consumer Psychology

by Hatice Aydin (Volume editor) Aysel Kurnaz (Volume editor)
©2020 Edited Collection 252 Pages

Summary

Consumer psychology is an important area that studies how our thoughts, beliefs, feelings, and perceptions influence our buying behaviors. To understand consumer psychology, it is necessary to understand the perspectives of consumer psychology, know the theories of consumer psychology, and have knowledge of practices about consumer psychology. The concept of consumer psychology, which constitutes a new agenda in discussions on marketing, includes some theory and research. Before elaborating on research and theory we should know some important perspectives about consumer psychology. This book aims to clarify these points in three sections and twenty chapters. To this end, this book covers in-depth studies from marketing discipline that evaluate consumer psychology, theories, and practices.

Table Of Contents

  • Cover
  • Title
  • Copyright
  • About the editors
  • About the book
  • This eBook can be cited
  • Preface and Acknowledgements
  • Contents
  • List of Contributors
  • Section 1 Perspectives of Consumer Psychology
  • 1 The Effect of the Brain on Consumer Behavior: Placebo Effect (Selay ILGAZ SÜMER)
  • 2 Post-Modern Truth of Consumerism: Hyperreal Consumption (Orhan DUMAN)
  • 3 Investor Tendencies within the Framework of Behavioral Finance: Herd Behavior (Hülya ER and Murat ER)
  • 4 Brand Identity and Narcissism (Evrim ERDOĞAN YAZAR)
  • 5 The Importance of Slow Food Consumption for Tourism Marketing (Didem DEMİR)
  • 6 Different Approaches to the Concept of Consumption (Yalçın KAHYA)
  • 7 Spiritual Consumption as a Rising Trend in Consumer Psychology (Mutlu UYGUN and Ebru GÜNER)
  • 8 Thorstein Veblen and Conspicuous Consumption (Özlem AKBULUT DURSUN)
  • 9 Minimalism in Consumption (Mehmet Said KÖSE)
  • 10 Consumer Regret (Selçuk Yasin YILDIZ and Sezen GÜLEÇ)
  • 11 The Relationship between Consumer Guilt and Shame and Impulse Buying (İlknur TÜFEKÇİ)
  • 12 The Relationship between Subjective Well-Being and Consumer Well-Being (Melih BAŞKOL)
  • 13 Consumer Wisdom (Elif KARA)
  • Section 2 Theories of Consumer Psychology
  • 14 Customer Evangelism and Its Theoretical Bases (Hayrettin ZENGİN and Eda KUTLU)
  • 15 Self-Identity Theory in Consumer Psychology and Behavior (Ümit BAŞARAN)
  • 16 Evaluation of Cognitive Dissonance Theory (Hatice AYDIN and Somayyeh BIKARI)
  • 17 Socioemotional Selectivity Theory (Emre HARORLI)
  • Section 3 Practices of Consumer Psychology
  • 18 Metaphoric Analysis of Consumption Concept in Digital Natives (Hayrettin ZENGİN)
  • 19 Does the Principle of Least Effort Affect the Intention to Continue Using a Mobile Shopping Application? (Volkan TEMİZKAN)
  • 20 Bibliometric Analysis of the Journal of Consumer Psychology (Aysel KURNAZ)
  • List of Figures
  • List of Tables

cover

Bibliographic Information published by the
Deutsche Nationalbibliothek

The Deutsche Nationalbibliothek lists this publication in the Deutsche
Nationalbibliografie; detailed bibliographic data is available online at
http://dnb.d-nb.de.

Library of Congress Cataloging-in-Publication Data
A CIP catalog record for this book has been applied for at the
Library of Congress.

About the editors

Hatice Aydın has received an MS degree in marketing from Atatürk University, Erzurum, Turkey, a PhD degree in marketing from Atatürk University, Erzurum, Turkey. She has been interested in consumer behavior, brand management, and consumer emotions. She is working as an associate professor of business management and marketing at Bandırma Onyedi Eylül University in Balıkesir, Turkey.

Aysel Kurnaz has received an MS degree in marketing from Sakarya University, Sakarya, Turkey, a PhD degree in marketing from Sakarya University, Sakarya, Turkey. She has been interested in consumer behavior and emotions. She is working as an assistant professor of business management and marketing at Bandırma Onyedi Eylül University in Balıkesir, Turkey.

About the book

Hatice Aydın & Aysel Kurnaz (Eds.)

Current Perspectives on Consumer Psychology

Consumer psychology is an important area that studies how our thoughts, beliefs, feelings, and perceptions influence our buying behaviors. To understand consumer psychology, it is necessary to understand the perspectives of consumer psychology, know the theories of consumer psychology, and have knowledge of practices about consumer psychology. The concept of consumer psychology, which constitutes a new agenda in discussions on marketing, includes some theory and research. Before elaborating on research and theory, we should know some important perspectives about consumer psychology. This book aims to clarify these points in three sections and twenty chapters. To this end, this book covers in-depth studies from marketing discipline that evaluate consumer psychology, theories, and practices.

This eBook can be cited

This edition of the eBook can be cited. To enable this we have marked the start and end of a page. In cases where a word straddles a page break, the marker is placed inside the word at exactly the same position as in the physical book. This means that occasionally a word might be bifurcated by this marker.

Preface and Acknowledgements

If you want to understand what a consumer wants,

you must first understand their psychology.

Consumer psychology explains why and how people buy things. Consumer psychology is an important area that studies how our thoughts, beliefs, feelings, and perceptions influence our buying behaviors. Business and marketing experts should try to understand consumer psychology because many consumers do not behave in rational ways. To understand consumer psychology, it is necessary to understand the perspectives of consumer psychology, know the theories of consumer psychology, and have knowledge of practices about consumer psychology. The concept of consumer psychology, which constitutes a new agenda in discussions on marketing, includes some theory and research. Before elaborating on research and theory we should know some important perspectives about consumer psychology. This book aims to clarify these points in three sections and twenty chapters. To this end, this book covers in-depth studies from marketing discipline that evaluate consumer psychology, theories, and practices. The first section includes the following chapters:

Section 1 Perspectives of Consumer Psychology

  1 The Effect of the Brain on Consumer Behavior: Placebo Effect

  2 Post-modern Truth of Consumerism: Hyperreal Consumption

  3 Investor Tendencies within the Framework of Behavioral Finance: Herd Behavior

  4 Brand Identity and Narcissism

  5 The Importance of Slow Food Consumption for Tourism Marketing

  6 Different Approaches to the Concept of Consumption

  7 Spiritual Consumption as a Rising Trend in Consumer Psychology

  8 Thorstein Veblen and Conspicuous Consumption

  9 Minimalism in Consumption

10 Consumer Regret

11 The Relationship between Consumer Guilt and Shame and Impulse Buying

12 The Relationship between Subjective Well-Being and Consumer Well-Being

13 Consumer Wisdom

In the second section, there are four chapters that explain the theory of consumer psychology. All chapters present some important theoretical psychological approaches to understanding consumer’s behaviors. These chapters contribute theoretically to our understanding of the psychology of consumer behaviors. Chapters in this section are as follows:

Section 2 Theories of Consumer Psychology

14 Customer Evangelism and its Theoretical Bases

15 Self-Identity Theory in Consumer Psychology and Behavior

16 Evaluation of Cognitive Dissonance Theory

17 Socioemotional Selectivity Theory

The third section contains three chapters. These chapters contribute empirically to our understanding of the psychology of consumer behavior. Consumer psychology research deals with the processes that individuals are engaged in when they select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy their needs and desires. These chapters are as follows:

Section 3 Practices of Consumer Psychology

18 Metaphoric Analysis of Consumption Concept in Digital Natives

19 Does the Principle of Least Effort Affect the Intention to Continue Using a Mobile Shopping Application?

20 Bibliometric Analysis of the Journal of Consumer Psychology

In the pages that follow, we will explain the world of consumer psychology. This book will:

Explain some perspectives on consumer psychology that help us understand consumer behavior,

Help you and your business to evaluate some of the major perspectives on consumer psychology,

Help you understand consumer behavior by some theory and research,

Provide practical, real-world examples of consumer psychology success,

Offer insight through interviews, analyses, and contributions from consumer psychology experts,

Explain processes behind consumer decisions.

Consumer psychology is being explained by researchers who are expert in their field. This book aims to be one of the new reliable sources on consumer psychology research. We would like to thank all the authors and researchers who have contributed to this book. We would also like to thank our external reviewers for their expertise and contribution to our book. Furthermore, we appreciate the families and children who are the source of motivation for our authors with their patience. Last but not least, we would like to thank Professor Süleyman ÖZDEMİR, Rector of Bandırma Onyedi Eylül University for his support.

Best regards,

Editors; Hatice AYDIN & Aysel KURNAZ

Details

Pages
252
Year
2020
ISBN (PDF)
9783631832233
ISBN (ePUB)
9783631832240
ISBN (MOBI)
9783631832257
ISBN (Softcover)
9783631816349
DOI
10.3726/b17423
Language
English
Publication date
2020 (October)
Keywords
Perspectives of Consumer Psychology Theories of Consumer Psychology Practices of Consumer Psychology Cognitive Dissonance Theory Thorstein Veblen and Conspicuous Consumption
Published
Berlin, Bern, Bruxelles, New York, Oxford, Warszawa, Wien, 2020. 252 pp., 4 fig. b/w, 26 tables.

Biographical notes

Hatice Aydin (Volume editor) Aysel Kurnaz (Volume editor)

Hatice Aydın has received an MS degree in marketing from Atatürk University, Erzurum, Turkey, a PhD degree in marketing from Atatürk University, Erzurum, Turkey. She has been interested in consumer behavior, brand management and consumer emotions. She is working as an associate professor of Business Management and Marketing at Bandırma Onyedi Eylül University in Balıkesir, Turkey. Aysel Kurnaz has received an MS degree in marketing from Sakarya University, Sakarya, Turkey, a PhD degree in marketing from Sakarya University, Sakarya, Turkey. She has been interested in consumer behavior and emotions. She is working as an assistant professor of Business Management and Marketing at Bandırma Onyedi Eylül University in Balıkesir, Turkey.

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254 pages