Applied Consumer Psychology

How to use psychological insights in marketing

Gareth J Harvey

$82.95

Paperback

Forthcoming
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English

Kogan Page Ltd
03 December 2025

Sales & marketing management; Market research

Understanding the psychological elements of consumer behaviour is key for marketing success. This practical textbook for undergraduate and postgraduate students will enable them to apply this knowledge across marketing tasks.

Applied Consumer Psychology is ideal for students of consumer psychology, specifically at final year undergraduate and postgraduate levels. It is structured around the different practical tasks that marketers face every day.

This textbook:

- features chapters on attention, motivation, personality and consumer learning

- demonstrates how these are used in practice across the marketing function

- shows how language in copywriting can affect perception of discount pricing and how eye-tracking technology can help understand what really captures people's attention in advertisements

- includes real-world examples from Persil, Boehringer Ingelheim and Cadbury

The topics are explored using the latest research and applications, discussing the psychological mechanisms that explain the behaviour. Applied Consumer Psychology will be supported by pedagogical features such as chapter summaries, a glossary of terms and multiple choice questions to help reinforce student learning. Online resources include lecturer PowerPoint slides and interactive experiments.

By: Gareth J Harvey
Imprint: Kogan Page Ltd
Country of Publication: United Kingdom
Dimensions: Height: 240mm, Width: 170mm, Spine: 15mm
Weight: 666g
ISBN: 9781398620797
ISBN 10: 1398620793
Pages: 432
Publication Date: 03 December 2025
Audience: College/higher education , Professional and scholarly , A / AS level , Undergraduate
Format: Paperback
Publisher's Status: Forthcoming

Section - ONE: Consumer Psychology - The Basics; Chapter - 01: An Introduction to Consumer Psychology; Chapter - 02: Attention and Perception; Chapter - 03: Motivation and Personality; Chapter - 04: Learning and Memory; Chapter - 05: Attitudes; Section - TWO: Consumer Psychology in Action; Chapter - 06: Words that work, the Psychology of Copywriting; Chapter - 07: The Psychology of Persuasion; Chapter - 08: The Psychology of Branding; Chapter - 09: The Psychology of Advertising; Chapter - 10: The Psychology of Social Media; Chapter - 11: The Psychology of Pricing; Chapter - 12: The Psychology of Promotion - Special Offers & Competitions; Chapter - 13: Psychology in the Aisles - Psychological Influences in the Shopping Environments; Chapter - 14: The Psychology of Online Shopping; Chapter - 15: The Psychology of Packaging; Chapter - 16: Market Research - A Psychological Approach; Chapter - 17: Glossary

Gareth J Harvey lectures in Consumer Psychology at HEG Geneva, Switzerland. He is also a guest lecturer Lancaster University, UK and Bangor University, UK, where he was previously Professor in Consumer Psychology. In his previous role as the Director of the Laboratory of Consumer Psychology, he ran projects for the likes of Unilever, Cadbury and Aldi, applying principles of psychology to improve their marketing. He is a Chartered Psychologist and also the Director of Consumer Psychology for DECIDE, the UK's longest established independent marketing agency, and is regularly featured on radio and television, including BBC Radio.