The Psychology of Consumer and Social Influence : Theory and Research
The Psychology of Consumer and Social Influence :
Theory and Research
by Daniel J. Howard
English | 2016 | ISBN: 1634854985 | 237 Pages | PDF | 3.85 MB
Theory and Research
by Daniel J. Howard
English | 2016 | ISBN: 1634854985 | 237 Pages | PDF | 3.85 MB
The origin of this book was a common desire to publish high quality research on topics of interest that are generally connected under the banner of consumer and social psychology. Hence, rather than ask authors to submit papers that focus on a specific theme within those areas, we decided to put together a book comprised of contributions to the consumer/social psychology domain using broad boundaries for the theory and research of interest. This book is titled, “The Psychology of Consumer and Social Influence” because most of the papers (Chapter 1, 3, 4 and 6) are written by consumer behaviorists, or from a marketing perspective. A fifth paper (Chapter 7) was also written by a consumer behaviorist, although the research it presents should have appeal to a much broader audience. The remaining two papers (Chapters 2 and 5) were written by social psychologists, although their work has relevance to consumer related contexts.