简介
In the work for marketing practitioners, academics in marketing and business interpret research on how consumers form judgments and make decisions, allowing marketers to put principles of consumer psychology into action. The book begins with an argument for the importance of relevant consumer psychology research and a framework for crafting research with real organizational value. Subsequent chapters review various research streams, in most cases covering several decades of inquiry. Some specific subjects discussed include how to target diverse customers, managerial implications of behavioral research on deceptive advertising, and the interaction of verbal and visual information in print advertisements. Other topics explored include leveraging the psychology of narratives, the effect of consumer-generated product reviews on consumers and marketers, nonconscious processes in consumer behavior and implications for marketing. Posavac is professor of marketing at Vanderbilt University Annotation 漏2011 Book News, Inc., Portland, OR (booknews.com)
目录
Introduction: Cracking the Code Steven S. Posavac p. vii
1 Bridging Theory and Practice: A Conceptual Model of Relevant Research Bernd Schmitt p. 3
2 Optimal Marketing for Really New Products: Using a Consumer Perspective to Improve Communications Steve Hoeffler and Michal Herzenstein p. 21
3 Consumer Tunnel Vision and Implications for Managing the Marketing Mix Steven S. Posavac and David M. Sanbonmatsu and Shailendra Pratap Jain p. 45
4 How to Target Diverse Customers: An Advertising Typology and Prescriptions from Social Psychology Anne M. Brumbaugh p. 66
5 Where to Draw the Line? Managerial Implications of Behavioral Research on Deceptive Advertising Guang-Xin Xie and David M. Boush p. 89
6 Verbal and Visual Information Interaction in Print Advertisements Yeqing Bao and Shi Zhang and James T. Simpson p. 112
7 Comparative Advertising Research: A Review and Research Agenda Meng-Hua Hsieh and Kyra Blower and Xingbo Li and Shailendra Pratap Jain and Steven S. Posavac p. 132
8 Brand Experience: Managerial Applications of a New Consumer Psychology Concept J. Joaško Brakus and Bernd Schmitt and Lia Zarantonello p. 159
9 Success Stories: How Marketing Managers Can Leverage the Psychology of Narratives Jennifer Edson Escalas p. 181
10 The Consumer-Generated Product Review: Its Effect on Consumers and Marketers Ohyoon Kwon and Yongjun Sung p. 200
11 Improving the Predictive Power of Consumer Research by Measuring Naturally Occurring Judgments Maria L. Cronley and Frank R. Kardes and Susan Powell Mantel and H茅l猫ne Deval p. 219
12 Negativity and Customer Satisfaction: Its Managerial Implications Keiko I. Powers p. 238
13 Nonconscious Processes in Consumer Behavior: A Review of Prior Literature and Implications for Marketing Israel Martinez and Raquel Casta帽o and Claudia Quintanilla and Martin Reimann p. 257
14 Marketing Insights from a Model of Action and Empirical Findings Geraldine Fennell p. 278
Name Index p. 303
Subject Index p. 316
About the Editor and Contributors p. 329
1 Bridging Theory and Practice: A Conceptual Model of Relevant Research Bernd Schmitt p. 3
2 Optimal Marketing for Really New Products: Using a Consumer Perspective to Improve Communications Steve Hoeffler and Michal Herzenstein p. 21
3 Consumer Tunnel Vision and Implications for Managing the Marketing Mix Steven S. Posavac and David M. Sanbonmatsu and Shailendra Pratap Jain p. 45
4 How to Target Diverse Customers: An Advertising Typology and Prescriptions from Social Psychology Anne M. Brumbaugh p. 66
5 Where to Draw the Line? Managerial Implications of Behavioral Research on Deceptive Advertising Guang-Xin Xie and David M. Boush p. 89
6 Verbal and Visual Information Interaction in Print Advertisements Yeqing Bao and Shi Zhang and James T. Simpson p. 112
7 Comparative Advertising Research: A Review and Research Agenda Meng-Hua Hsieh and Kyra Blower and Xingbo Li and Shailendra Pratap Jain and Steven S. Posavac p. 132
8 Brand Experience: Managerial Applications of a New Consumer Psychology Concept J. Joaško Brakus and Bernd Schmitt and Lia Zarantonello p. 159
9 Success Stories: How Marketing Managers Can Leverage the Psychology of Narratives Jennifer Edson Escalas p. 181
10 The Consumer-Generated Product Review: Its Effect on Consumers and Marketers Ohyoon Kwon and Yongjun Sung p. 200
11 Improving the Predictive Power of Consumer Research by Measuring Naturally Occurring Judgments Maria L. Cronley and Frank R. Kardes and Susan Powell Mantel and H茅l猫ne Deval p. 219
12 Negativity and Customer Satisfaction: Its Managerial Implications Keiko I. Powers p. 238
13 Nonconscious Processes in Consumer Behavior: A Review of Prior Literature and Implications for Marketing Israel Martinez and Raquel Casta帽o and Claudia Quintanilla and Martin Reimann p. 257
14 Marketing Insights from a Model of Action and Empirical Findings Geraldine Fennell p. 278
Name Index p. 303
Subject Index p. 316
About the Editor and Contributors p. 329
- 名称
- 类型
- 大小
光盘服务联系方式: 020-38250260 客服QQ：4006604884
云图客服：
用户发送的提问，这种方式就需要有位在线客服来回答用户的问题，这种 就属于对话式的,问题是这种提问是否需要用户登录才能提问
Video Player
×
Audio Player
×
pdf Player
×
