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consumer-psychology (1)

consumer-psychology (1) - CONSUMER PSYCHOLOGY Presentation...

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CONSUMER PSYCHOLOGY Presentation created by: Peggy Sue Loroz and Maria Cronley Gonzaga University and Miami University of Ohio Division 23, Society for Consumer Psychology American Psychological Association
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What is Consumer Psychology? Consumer psychology is the study of human responses to product and service related information and experiences. Consumer psychologists study consumer activities associated with the purchase , use , and disposal of goods and services , including the consumer’s emotional , cognitive , and behavioral responses that precede, determine, or follow these activities. A broad range of product and service related information is relevant to consumer psychology, including marketer initiated stimuli (e.g., advertisements, websites, package labels, coupons, point-of- purchase displays), consumer magazines and other media, as well as word-of-mouth communications from friends and relatives.
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Consumer Psychology (cont.) Consumer psychology employs theoretical psychological approaches to understanding consumers. Consumer psychologists draw upon social, cognitive, developmental, and other psychology domains.
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