Inside The Consumer Mind Exploring The Dynamics Of Buying Ownership And Identity
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Inside the Consumer Mind: Exploring the Dynamics of Buying, Ownership, and Identity
Have you ever wondered what truly drives people's purchasing decisions, beyond the surface level of price and practicality? This book takes you on a journey into the complex world of consumer psychology, exploring the hidden motivations, biases, and desires that shape our buying habits. We'll uncover the psychological forces at play in every stage of the consumer journey, from the initial spark of need or want to the post-purchase evaluation and the long-term impact on our sense of self. We'll investigate the influence of social proof, scarcity, and the power of storytelling in marketing. You'll learn how brands tap into our deepest aspirations and anxieties, often without us even realizing it. But this book isn't just about understanding the tactics used to influence us; it's about empowering you as a consumer. By recognizing the factors that influence our choices, we can become more conscious, discerning shoppers. You'll learn to identify marketing tactics designed to manipulate, differentiate between genuine needs and manufactured desires, and make decisions that align with your values and goals.
Digital and Social Media Marketing
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Handbook of Research on Identity Theory in Marketing
Author: Americus Reed II
language: en
Publisher: Edward Elgar Publishing
Release Date: 2019-12-27
The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consumer marketing subdomain. This Handbook is a comprehensive and state of the art treatment of identity and marketing: An authoritative and practical guide for academics, brand managers, marketers, public policy advocates and even intellectually curious consumers.