Behavioural research for marketing : a practitioner's handbook

著者

    • Adams, Julian

書誌事項

Behavioural research for marketing : a practitioner's handbook

Julian Adams

Routledge, 2023

  • : pbk

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

* Provides a one-stop text on the theoretical underpinning, and application of, key sociological, psychological, philosophical and behavioural economic disciplines to the study of human, in particular consumer, behaviour. * The theories described in the book are universal, straddling cultures and countries and making the book truly international. * Written by a leading practitioner in the field, with decades of practical experience.

目次

Chapter 1: Introducing theory, Chapter 2: How social influence creates and sustains behaviour, Chapter 3: How personality governs behavioural tendencies, Chapter 4: How motivational forces drive behaviour, Chapter 5: How judgements influence behaviour, Chapter 6: How to select theory

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