01. What's social about consumer behavior

---

Social Psychology of Consumer Behavior

저자

Wanke, Michaela (EDT) 지음

출판사

Taylor & Francis | 2008-12-01 출간

카테고리

경제/경영

책소개

-

글쓴이 평점  

---

p.3~4

01. What's social about consumer behavior?

The topic of consumer psychology typically provokes two sort of responses.

Some people find it fascinating, other people consider consumer psychology to be evil and morally objectionable.

Interestingly, in current consumer research we also witness a renewed academic interest in the unconscious.

The research snippets that make it into the public arena most often involve unconscious influences in one way or another.

Whether such findings are fascinating or evil, of course, in the eye of the beholder, an utterly subjective question, and not suitable for an objective, scientific debate.

The point that the author want to say if that consumer behavior is a originally a sort of a psychological topic.

A second goal of this book is to explain that psychological research in consumer behavior involves more than a sample of sensational and surprising findings.