消费心理学-consumer-psychology
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• Consumer psychologists use a variety of research methods including quantitative (e.g., lab and field experiments, surveys) and qualitative (e.g., interviews, observation) approaches.
• The Division of Consumer Psychology of the APA was formed in 1960 to represent psychologists whose interests lie in consumer-related topics. The name was changed in 1988 to The Society for Consumer Psychology.
What is Consumer Psyy 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.
Why Study Consumer Psychology?
• To improve business performance • To influence public policy • To educate and help consumers make better decisions
What Consumer Psychologists Do
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
Consumer Psychology (cont.)
• Consumer psychology employs theoretical psychological approaches to understanding consumers.
• Consumer psychologists draw upon social, cognitive, developmental, and other psychology domains.
• 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-ofpurchase displays), consumer magazines and other media, as well as word-of-mouth communications from friends and relatives.
• The goals of consumer psychologists are to describe, predict, influence, and/or explain consumer responses.
History*
• The field of Consumer Psychology grew as consumer society grew
• The advent of advertising via radio (1920) and television (1941)
• After World War II, governments around the world sought to strengthen their economies in part through increased consumer spending, further bolstering interest in this area.
• IN THE LABORATORY, a psychologist is tracking eye movements as research participants observe a succession of soft drink containers.
• An increased interest in understanding consumers was driven by:
• Increased production and adoption of consumer goods (ranging from CocaCola to household appliances and automobiles) in the 1920’s and 1930’s
* Based on Jansson-Boyd, C. V. (2010). Consumer psychology: what it is and how it emerged. Consumer Psychology (pp. 1-13), New York: Open University Press.
• The Division of Consumer Psychology of the APA was formed in 1960 to represent psychologists whose interests lie in consumer-related topics. The name was changed in 1988 to The Society for Consumer Psychology.
What is Consumer Psyy 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.
Why Study Consumer Psychology?
• To improve business performance • To influence public policy • To educate and help consumers make better decisions
What Consumer Psychologists Do
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
Consumer Psychology (cont.)
• Consumer psychology employs theoretical psychological approaches to understanding consumers.
• Consumer psychologists draw upon social, cognitive, developmental, and other psychology domains.
• 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-ofpurchase displays), consumer magazines and other media, as well as word-of-mouth communications from friends and relatives.
• The goals of consumer psychologists are to describe, predict, influence, and/or explain consumer responses.
History*
• The field of Consumer Psychology grew as consumer society grew
• The advent of advertising via radio (1920) and television (1941)
• After World War II, governments around the world sought to strengthen their economies in part through increased consumer spending, further bolstering interest in this area.
• IN THE LABORATORY, a psychologist is tracking eye movements as research participants observe a succession of soft drink containers.
• An increased interest in understanding consumers was driven by:
• Increased production and adoption of consumer goods (ranging from CocaCola to household appliances and automobiles) in the 1920’s and 1930’s
* Based on Jansson-Boyd, C. V. (2010). Consumer psychology: what it is and how it emerged. Consumer Psychology (pp. 1-13), New York: Open University Press.