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The Psychology of Consumer Profiling in a Digital Age

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

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.

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Ebook Details
Pages: 264
Size: 1.2 MB
Publisher: Routledge
Date published:   2016
ISBN: 9781317340102 (PDF)

This product is listed in the following category:

Nonfiction > Business & Economics

This author has products in the following categories:

Nonfiction > Non-Classifiable
Nonfiction > Social Science > Media Studies
Nonfiction > Psychology > Human Sexuality
Nonfiction > Business & Economics > Industries > Computer Industry
Nonfiction > Business & Economics
Nonfiction > Psychology
Nonfiction > Psychology > Social Psychology
Nonfiction > Psychology > Developmental > Adolescent
Nonfiction > Business & Economics > Management
Nonfiction > Business & Economics > Human Resources & Personnel Management
Nonfiction > Business & Economics > Development > Business Development
Nonfiction > Language Arts & Disciplines > Communication
Nonfiction > Computers > Internet > World Wide Web > Search Engines
Nonfiction > Business & Economics > Marketing > Research
Nonfiction > Business & Economics > Consumer Behavior
Nonfiction > Business & Economics > Management Science

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