The Psychology of Consumer Profiling in a Digital Age

— —

Barrie Gunter (University of Leicester, UK University of Leicester University of Sheffield, United Kingdom)

The Psychology of Consumer Profiling in a Digital Age

Barrie Gunter (University of Leicester, UK University of Leicester University of Sheffield, United Kingdom)

$92.99

Paperback

Not in-store but you can order this
How long will it take?

Availability Information

We source books from suppliers in Australia and overseas. For books we don't currently have in stock, the time it takes to get them from our suppliers can vary widely - from a few days to a few months - so we check each book with each supplier to determine the expected time it will take to be supplied to us.

We then advise you accordingly. If the time taken to get any book is too long for you, you can let us know and we will cancel or adjust your order, and refund as required.

To find out the anticipated arrival time for specific items prior to ordering, please contact us by phone or email:

Phone +61 2 9264 3111, or 1800 4 BOOKS (1800 4 26657) if outside Sydney:
option 1 Abbey's Bookshop (Crime, History, Science, Kids & more) • info@abbeys.com.au
option 2 Language Book Centre (ESL & Foreign Languages) • language@abbeys.com.au
option 3 Galaxy Bookshop (Sci-fi, Fantasy, Romance, Graphic Novels) • sf@galaxybooks.com.au

QTY:

English

Routledge
07 August 2018

Market research

Series: Routledge Studies in Marketing

Understanding how consumers choose between different products and services is a crucial part of professional marketing. Targeting brands at the consumers most likely to be interested in them is another critical aspect of business success. Marketers need to know what consumers think about brands, why they like them and what purposes they serve. This means delving into the psychology of the consumer to find ways of differentiating between consumers and matching brands to consumer niches at the level of consumers’ relationships with brands. Using psychology to segment consumers has been regarded as a valuable adjunct to standard geo-demographic definitions of market segments.

The Psychology and Consumer Profiling in a Digital Age examines how this field of ‘psychographics’ has evolved, the different approaches to psychological segmentation of consumers, the different ways in which it has been applied in consumer marketing settings, and whether psychographics works. It draws upon research from around the world and incorporates its analysis of the use of psychographics with an examination of major shifts in marketing in a digital and global era.

By: Barrie Gunter (University of Leicester UK University of Leicester University of Sheffield United Kingdom)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 229mm, Width: 152mm,
Weight: 367g
ISBN: 9781138340749
ISBN 10: 113834074X
Series: Routledge Studies in Marketing
Pages: 258
Publication Date: 07 August 2018
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

Barrie Gunter is Emeritus Professor, University of Leicester, UK where he was formerly a Professor of Mass Communication and Head of the Department of Media and Communication. A psychologist by training who has also worked in broadcasting as an audience researcher, he has written nearly 60 books on media, marketing and management.

Reviews for The Psychology of Consumer Profiling in a Digital Age

"""This excellent volume provides an up-to-date overview of the current state in consumer profiling. I highly recommend the book to students, teachers and all those interested in current developments in consumer research and marketing."" --Dirk vom Lehn, King's College London, UK"