The Psychology Of Consumer Profiling In A Digital Age

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The Psychology of Consumer Profiling in a Digital Age

Barrie Gunter
The Psychology of Consumer Profiling in a Digital Age Book PDF

Author : Barrie Gunter
Publisher : Routledge
Page : 264 pages
File Size : 41,9 Mb
Release : 2016-05-05
Category : Business & Economics
ISBN : 9781317340102

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The Psychology of Consumer Profiling in a Digital Age by Barrie Gunter Pdf

Understanding how consumers choose between different products and services is a crucial part of professional marketing. Targeting brands at the consumers most likely to be interested in them is another critical aspect of business success. Marketers need to know what consumers think about brands, why they like them and what purposes they serve. This means delving into the psychology of the consumer to find ways of differentiating between consumers and matching brands to consumer niches at the level of consumers’ relationships with brands. Using psychology to segment consumers has been regarded as a valuable adjunct to standard geo-demographic definitions of market segments. The Psychology and Consumer Profiling in a Digital Age examines how this field of ‘psychographics’ has evolved, the different approaches to psychological segmentation of consumers, the different ways in which it has been applied in consumer marketing settings, and whether psychographics works. It draws upon research from around the world and incorporates its analysis of the use of psychographics with an examination of major shifts in marketing in a digital and global era.

The Psychology of Consumer Profiling in a Digital Age

Barrie Gunter
The Psychology of Consumer Profiling in a Digital Age Book PDF

Author : Barrie Gunter
Publisher : Routledge
Page : 305 pages
File Size : 47,9 Mb
Release : 2016-05-05
Category : Business & Economics
ISBN : 9781317340096

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The Psychology of Consumer Profiling in a Digital Age by Barrie Gunter Pdf

Understanding how consumers choose between different products and services is a crucial part of professional marketing. Targeting brands at the consumers most likely to be interested in them is another critical aspect of business success. Marketers need to know what consumers think about brands, why they like them and what purposes they serve. This means delving into the psychology of the consumer to find ways of differentiating between consumers and matching brands to consumer niches at the level of consumers’ relationships with brands. Using psychology to segment consumers has been regarded as a valuable adjunct to standard geo-demographic definitions of market segments. The Psychology and Consumer Profiling in a Digital Age examines how this field of ‘psychographics’ has evolved, the different approaches to psychological segmentation of consumers, the different ways in which it has been applied in consumer marketing settings, and whether psychographics works. It draws upon research from around the world and incorporates its analysis of the use of psychographics with an examination of major shifts in marketing in a digital and global era.

Relationship Marketing in the Digital Age

Robert W. Palmatier,Lena Steinhoff
Relationship Marketing in the Digital Age Book PDF

Author : Robert W. Palmatier,Lena Steinhoff
Publisher : Routledge
Page : 261 pages
File Size : 40,6 Mb
Release : 2019-01-15
Category : Business & Economics
ISBN : 9781351388238

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Relationship Marketing in the Digital Age by Robert W. Palmatier,Lena Steinhoff Pdf

The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business world—including the transition to service-based economies, faster product commoditization, intensified competition worldwide, growth among emerging markets, aging populations, advertising saturation, and (above all) the digital age—strong customer relationships are more than ever vital to company strategy and performance. Relationship Marketing in the Digital Age provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In seven chapters, divided into two main sections on understanding (Part I) and effectively applying (Part II) relationship marketing, an introductory and a concluding chapter, readers learn how to successfully manage customer–seller relationships.

Consumer Behavior in Digital Age

Anonim
Consumer Behavior in Digital Age Book PDF

Author : Anonim
Publisher : Idea Publishing
Page : 145 pages
File Size : 44,5 Mb
Release : 2019-07-01
Category : Business & Economics
ISBN : 8210379456XXX

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Consumer Behavior in Digital Age by Anonim Pdf

This book covers fundamentals as well as the core schema of digital technologies and consumer behavior. While reading the book, the reader can connect from the primary to advanced level of digital technologies and consumer behavior. This book will prove to be useful for all the professionals and students of professional courses. This book enriches the marketing management know-how and enables in formulating the marketing strategies in the current digital age.

Protecting Personal Information

Andrea Monti,Raymond Wacks
Protecting Personal Information Book PDF

Author : Andrea Monti,Raymond Wacks
Publisher : Bloomsbury Publishing
Page : 128 pages
File Size : 41,5 Mb
Release : 2019-05-30
Category : Law
ISBN : 9781509924875

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Protecting Personal Information by Andrea Monti,Raymond Wacks Pdf

The concept of privacy has long been confused and incoherent. The right to privacy has been applied promiscuously to an alarmingly wide-ranging assortment of issues including free speech, political consent, abortion, contraception, sexual preference, noise, discrimination, and pornography. The conventional definition of privacy, and attempts to evolve a 'privacy-as-a-fence' approach, are unable to deal effectively with the technological advances that have significantly altered the way information is collected, stored, and communicated. Social media such as Facebook pose searching questions about the use and protection of personal information and reveal the limits of conceiving the right to privacy as synonymous with data protection. The recent European Union's GDPR seeks to enforce greater protection of personal information, but the overlap with privacy has further obscured its core meaning. This book traces these troubling developments, and seeks to reveal the essential nature of privacy and, critically, what privacy is not.

Digital Neuromarketing

Sam Page
Digital Neuromarketing Book PDF

Author : Sam Page
Publisher : Unknown
Page : 248 pages
File Size : 49,5 Mb
Release : 2015-09-16
Category : Consumer behavior
ISBN : 099439022X

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Digital Neuromarketing by Sam Page Pdf

This book will introduce you to fascinating research in the areas of social psychology and consumer behavior. But more importantly, this book will show you exactly how you can apply these research findings to acquire more customers for your business.

Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement

Suki, Norazah Mohd
Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement Book PDF

Author : Suki, Norazah Mohd
Publisher : IGI Global
Page : 374 pages
File Size : 41,8 Mb
Release : 2016-07-22
Category : Business & Economics
ISBN : 9781522507475

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Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement by Suki, Norazah Mohd Pdf

Consumer behavior is becoming increasingly complex in the current global market. A broader understanding of the psychologically-driven motivation of consumers and characteristics of the consumer decision-making process is vital for effective customer engagement in the global economy. The Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement provides current research on topics relevant to consumer beliefs, feelings, attitudes, and intentions and how best to utilize this research improving consumer appeal and relationships. Emphasizing critical topics in the field of consumer behavior research, this publication is a comprehensive resource for marketing professionals, managers, retailers, advertising executives, scholars, and graduate-level students in marketing, psychology, and MBA programs.

Online Consumer Psychology

Curtis P. Haugtvedt,Karen A. Machleit,Richard Yalch
Online Consumer Psychology Book PDF

Author : Curtis P. Haugtvedt,Karen A. Machleit,Richard Yalch
Publisher : Psychology Press
Page : 685 pages
File Size : 40,6 Mb
Release : 2005-03-23
Category : Business & Economics
ISBN : 9781135608101

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Online Consumer Psychology by Curtis P. Haugtvedt,Karen A. Machleit,Richard Yalch Pdf

Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online. The theories and research methods help provide greater insight into the processes underlying consumer behavior in online environments. Broken into six sections, this book: focuses on community and looks at the Internet's ability to bring like-minded individuals from around the world into one forum; examines issues related to advertising, specifically click-through rates and advertising content placed within gaming online and wireless networks; provides readers with reasons why consumers customize products and the benefits of customization; discusses the psychological effects of site design; asks the question of whether the Internet empowers consumers to make better decisions; and discusses research tools that can be used online.

Consumer Profiles

Barrie Gunter,Adrian Furnham
Consumer Profiles Book PDF

Author : Barrie Gunter,Adrian Furnham
Publisher : Unknown
Page : 216 pages
File Size : 48,9 Mb
Release : 1992
Category : Business & Economics
ISBN : UOM:39015029294108

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Consumer Profiles by Barrie Gunter,Adrian Furnham Pdf

Psychographics have been developed in the field of market research as a way to relate consumer behaviour to market choice. In analysing the personality values and life-style characteristics of consumers, researchers attempt to label and predict certain patterns of buying behaviour. Such 'psychological' segmentation of the market can provide important information about patterns of buying which is directly relevant to marketing strategists whether they are planning a marketing campaign or developing new products. This book introduces the essential elements of psychographics. It shows how researchers go about defining consumer profiles and designing successful research programmes. It looks at the way they are applied in various consumer groups including the elderly and the women's market. It uses case study material to focus on some specific products from cameras to pet food. It also provides a comprehensive review of the current literature and a critique of the field, assessing how far researchers can rely on the consumer traits they have identified and discussing the controversies that arise as personalities and life-styles are classified.

Psychology of the Digital Age

John R. Suler
Psychology of the Digital Age Book PDF

Author : John R. Suler
Publisher : Cambridge University Press
Page : 479 pages
File Size : 41,7 Mb
Release : 2016
Category : Computers
ISBN : 9781107128743

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Psychology of the Digital Age by John R. Suler Pdf

Drawing on years of online research, this book presents key principles of life and wellbeing in the digital realm.

Consumer Psychology in a Social Media World

Claudiu V. Dimofte,Curtis P. Haugtvedt,Richard F. Yalch
Consumer Psychology in a Social Media World Book PDF

Author : Claudiu V. Dimofte,Curtis P. Haugtvedt,Richard F. Yalch
Publisher : Routledge
Page : 306 pages
File Size : 43,5 Mb
Release : 2015-09-16
Category : Business & Economics
ISBN : 9781317502074

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Consumer Psychology in a Social Media World by Claudiu V. Dimofte,Curtis P. Haugtvedt,Richard F. Yalch Pdf

Consumer Psychology in a Social Media World seeks to illustrate the relevance of consumer psychology theory and research to understanding the social media world that has rapidly become a key component in the social and economic lives of most individuals. Despite the rapid and widespread adoption of social media by consumers, research focused on individuals’ use thereof and its implications for organizations and society has been limited and published in scattered outlets. This has made it difficult for those trying to get either a quick introduction or an in-depth understanding of the associated issues to locate relevant scientific-based information. The book is organized into five broad sections. The first presents a summary overview of social media, including a historical and cultural perspective. The second section is focused on social media as a modern form of word of mouth, always considered the most impactful on consumers. It also touches upon a motivational explanation for why social media has such a strong and broad appeal. Section three addresses the impact that consumers’ switch to social media as a preferred channel has had on marketers’ branding and promotional efforts, as well as the ways in which consumer involvement can be maintained through this process. Section four takes a methodological perspective on the topic of social media, assessing ways in which big data and consumer research are influenced by novel ways of gathering consumer feedback and gauging consumer sentiment. Finally, section five looks at some consumer welfare and public policy implications, including privacy and disadvantaged consumer concerns. Consumer Psychology in a Social Media World will appeal to those who are involved in creating, managing, and evaluating products used in social media communications. As seen in recent financial and business market successes (e.g., Facebook, Twitter, LinkedIn, Instagram, Pinterest, WhatsApp, etc.), businesses focused on facilitating social media are part of the fastest growing and most valuable sector of today’s economy.

The Fluid Consumer

Teo Correia
The Fluid Consumer Book PDF

Author : Teo Correia
Publisher : Redline Wirtschaft
Page : 193 pages
File Size : 50,7 Mb
Release : 2016-11-07
Category : Business & Economics
ISBN : 9783864148873

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The Fluid Consumer by Teo Correia Pdf

The Fluid Consumer takes an in-depth look at how digital technologies are driving profound shifts in consumer expectations and in the consumer packaged goods industry, and it explores the implications of those shifts for business models, branding, and growth strategies. Branding in the digital world requires new practices and strategies. And, as Teo Correia explains, platform economics demonstrate how brands can leverage the power of network effects to grow. In this book, Correia builds upon the new model for digital branding: Brands as Platforms, a revolutionary way to approach and leverage digital technologies beyond e-commerce. He also provides a framework to help leaders and managers position their organizations for sustainable growth by leveraging digital technologies to engage consumers, and to optimize innovation efforts, marketing, and channel strategy development. In a nutshell, The Fluid Consumer: - Reveals how profoundly the consumer is changing in the digital era, and the ways in which consumer packaged goods companies are evolving and adapting as a result. - Develops the new model for digital branding – Brands as Platforms – a revolutionary way to approach and leverage digital technologies beyond e-commerce. - Describes the Four Pillars of Digital Growth needed to achieve digital consumer engagement and position an organization for success. - Uses case study examples to demonstrate how consumer packaged goods companies are finding new ways to position themselves and stay competitive in the face of industry transformation.

Consumer Profiles (RLE Consumer Behaviour)

Barrie Gunter,Adrian Furnham
Consumer Profiles RLE Consumer Behaviour Book PDF

Author : Barrie Gunter,Adrian Furnham
Publisher : Routledge
Page : 191 pages
File Size : 53,5 Mb
Release : 2014-12-05
Category : Business & Economics
ISBN : 9781317565840

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Consumer Profiles (RLE Consumer Behaviour) by Barrie Gunter,Adrian Furnham Pdf

Psychographics have been developed in the field of market research as a way to relate consumer behaviour to market choice. This book, originally published in 1992, introduces the essential elements of psychographics. It shows how researchers go about defining consumer profiles and designing successful research programmes. It looks at the way they are applied in various consumer groups and uses case study material to focus on some specific products from cameras to pet food.

Niche Envy

Joseph Turow
Niche Envy Book PDF

Author : Joseph Turow
Publisher : MIT Press
Page : 236 pages
File Size : 40,6 Mb
Release : 2008-02-15
Category : Business & Economics
ISBN : 9780262264969

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Niche Envy by Joseph Turow Pdf

The price we pay for the new strategies in database marketing that closely track desirable customers, offering them benefits in return for personal information. We have all been to Web sites that welcome us by name, offering us discounts, deals, or special access to content. For the most part, it feels good to be wanted—to be valued as a customer. But if we thought about it, we might realize that we've paid for this special status by turning over personal information to a company's database. And we might wonder whether other customers get the same deals we get, or something even better. We might even feel stirrings of resentment toward customers more valued than we are. In Niche Envy, Joseph Turow examines the emergence of databases as marketing tools and the implications this may have for media, advertising, and society. If the new goal of marketing is to customize commercial announcements according to a buyer's preferences and spending history—or even by race, gender, and political opinions—what does this mean for the twentieth-century tradition of equal access to product information, and how does it affect civic life? Turow shows that these marketing techniques are not wholly new; they have roots in direct marketing and product placement, widely used decades ago and recently revived and reimagined by advertisers as part of "customer relationship management" (known popularly as CRM). He traces the transformation of marketing techniques online, on television, and in retail stores. And he describes public reaction against database marketing—pop-up blockers, spam filters, commercial-skipping video recorders, and other ad-evasion methods. Polls show that the public is nervous about giving up personal data. Meanwhile, companies try to persuade the most desirable customers to trust them with their information in return for benefits. Niche Envy tracks the marketing logic that got us to this uneasy impasse.

Digital and Social Media Marketing

Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi
Digital and Social Media Marketing Book PDF

Author : Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi
Publisher : Springer Nature
Page : 337 pages
File Size : 55,8 Mb
Release : 2019-11-11
Category : Business & Economics
ISBN : 9783030243746

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Digital and Social Media Marketing by Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi Pdf

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.