Marketing and Psychology Understanding Customer Behaviour with the ABC Approach
Produktdetaljer
Biografisk notat
Tom Bowden-Green spent 11 years in PR agency roles before moving to academia in 2013. He completed a PhD at the University of Bath and is now a Senior Lecturer teaching marketing and psychology at Bristol Business School, UWE Bristol, UK.
Luan Wise is a seasoned industry practitioner with 25 years of agency, client-side and consultancy experience. She is a chartered marketer, fellow of the Chartered Institute of Marketing (FCIM) and is currently pursuing a PhD by Portfolio at the University of Lancashire, UK.
<p>“It’s my bible for understanding the hundreds of behavioural biases. The ultimate reference guide to decode human decision-making.”</p><p><b>Phill Agnew, </b><i>host of the No.1 marketing podcast ‘Nudge’.</i></p><p>“You’ll refer to this book time and again. It’s the equivalent of having two experts on staff who research, distil, and prompt you to use countless psychological principles to sharpen your marketing strategy. Fantastic!”</p><p><b>Nancy Harhut, </b><i>Chief Creative Officer, HBT Marketing; Author of Using ‘Behavioral Science in Marketing</i></p><p>"A really neat idea. I like the simplicity of the ABC approach."</p><p><b>Alan Tapp, </b><i>Professor of Marketing</i></p><p>"If you're serious about marketing, this book is non-negotiable. It gives you the psychology you need to stop guessing and start creating work that actually connects."</p><p><b>Katy Howell, </b><i>CEO of Immediate Future</i></p><p>“This is exceptional. Rarely does a book come along that covers this subject in a way that is both comprehensive and very readable. I have been waiting for a book like this and would recommend it therefore to both practicing marketers, academic colleagues from across the business spectrum, and engaged students.”</p><p><b>Jonathan Deacon, </b><i>Professor of Marketing</i></p><p>"This book is packed with brilliant brain hacks that will make your comms and marketing unforgettable. You learn how to tell better stories, be bolder with humour, and be inspired by behavioural science insights that work in real life. It’s smart, useful, and I’ll be stealing ideas from it for years to come."</p><p><b>Hel Reynolds</b>, <i>Chief Unboring Officer, Comms Creatives</i></p><p>“This book is essential reading for marketers intent on advancing their strategic capabilities. The ABC approach presents a robust, practical framework grounded in psychological theory, making it highly relevant to today’s marketing landscape. Whether you are at the outset of your marketing career or bring years of experience, the insights offered are both accessible and readily applicable, making this book an invaluable addition to your professional toolkit.”</p><p><b>Chris Daly,</b><i> Chief Executive, Chartered Institute of Marketing</i></p>
This lively and engaging book helps marketers create more effective strategies and campaigns. It explores why customers behave the way they do, drawing on hundreds of psychological theories and showing how these can be applied to marketing practice.
The book presents a broad framework, grouping psychology theories together into a simple to follow ‘ABC’ approach: Understanding your audience, communicating brand perception and helping customers to make the right choice – posing key questions to consider. Understanding the basics of psychology gives invaluable insight into customer behaviour, whether in B2C, B2B, or non-profit contexts. Written by authors with expertise in both marketing psychology and marketing practice, the book presents the latest research in a way that will be accessible to all, guiding readers through the psychology underpinning marketing to understand human behaviour and explain what we know about how customers think.
Offering effective strategies to develop successful marketing plans, Marketing and Psychology is essential reading for marketing practitioners, from early career to seasoned professionals. It will also be relevant reading for students of marketing, consumer psychology, and advertising.
This book explores how consumers behave by summarising relevant psychological theories and showing how these can be applied to marketing activities in practice. Exploring why we make purchases and how effective digital marketing can be, the book examines the psychological processes of decision-making relating to consumer behaviour.
Contents
About the authors
Contents
List of figures
Acknowledgements
Introduction
Chapter 1.
Marketing & Psychology in Practice.
Chapter 2.
Audience: Using Psychology for Segmentation.
Personality – five traits.
Personality – dark triad.
Intelligence.
Socioeconomics
Geography (culture)
Age.
Sex and gender
Chapter 3.
Audience: Customer Disposition.
Attitude.
Beliefs.
Values.
Morals.
Motivation.
Executive functions.
Self-evaluation.
Chapter 4.
Audience: Navigating Social Dynamics.
Relationships with others.
Using others as reference points.
Impression management
The influence of crowds.
Chapter 5.
Brand: Shaping Brand Perception.
Attention.
Cognition.
Emotion.
Branding.
Messaging.
Storytelling.
Language.
Humour
Memory aides.
Visual senses.
Aural senses.
Chapter 6.
Brand: Finding The Right Voices.
Judgement of people.
Likeability and authenticity.
Credibility.
Authority and status.
Chapter 7.
Choice: Embedding Your Brand in Memory.
Implicit and explicit memory.
Long-term v short-term memory.
Rumination.
Other memory effects.
Information processing.
Conditioning.
Chapter 8.
Choice: Recognizing Biases and Demonstrating Value.
Reference-dependence.
Loss and gain.
Time-related assessment
Effort
Ownership.
Choice.
Presentation of prices.
Self-control and decision-making.
Assessment of chance and logical fallacies.
Time perception when making decisions.
Involvement
Summary.
References.
Index.
Produktdetaljer
Biografisk notat
Tom Bowden-Green spent 11 years in PR agency roles before moving to academia in 2013. He completed a PhD at the University of Bath and is now a Senior Lecturer teaching marketing and psychology at Bristol Business School, UWE Bristol, UK.
Luan Wise is a seasoned industry practitioner with 25 years of agency, client-side and consultancy experience. She is a chartered marketer, fellow of the Chartered Institute of Marketing (FCIM) and is currently pursuing a PhD by Portfolio at the University of Lancashire, UK.