The Social Psychology of Consumer Behaviour

The Social Psychology of Consumer Behaviour

The Social Psychology of Consumer Behaviour

The Social Psychology of Consumer Behaviour


  • How do consumers process information?
  • How do they make choices and decisions?
  • How are decisions translated into actions of consumption?
  • How can marketing influence and respond to consumers?
The Social Psychology of Consumer Behaviour illuminates an area of intense academic and wider interest, bringing together research and practical insights into how theories in social psychology can be applied to consumer behaviour. Core themes include information processing and social cognition, communication processes, attitude models, emotion, social identity theory, and action theory. Within each of the major areas of social psychology, a historical perspective is provided, current knowledge reviewed, theories and findings critiqued, and directions for future research appraised.

The Social Psychology of Consumer Behaviour provides a deeper perspective than standard texts which tend to be either atheoretical, overly encyclopedic, or outdated. It considers why consumers buy what they do, and how they go about making individual and group decisions concerning consumption.

The result is essential reading for students, researchers and practitioners in psychology and marketing, as well as for those in related fields such as public policy, public health, health psychology, political science and sociology.


Social psychology is sometimes criticized for not being sufficiently 'relevant' to everyday life. The Applying Social Psychology series challenges this criticism. It is organized around applied topics rather than theoretical issues, and is designed to complement the highly successful Mapping Social Psychology series edited by Tony Manstead. Social psychologists, and others who take a social-psychological perspective, have conducted research on a wide range of interesting and important applied topics such as drug use, work, politics, the media, crime and environmental issues. Each book in the new series takes a different applied topic and reviews relevant social-psychological ideas and research. The books are texts rather than research monographs. They are pitched at final year undergraduate level, but will also be suitable for students on Masters level courses as well as researchers and practitioners working in the relevant fields. Although the series has an applied emphasis, theoretical issues are not neglected. Indeed, the series aims to demonstrate that theory-based applications of social psychology can contribute to our understanding of important applied topics.

The latest book in the series addresses consumer behaviour, defined broadly as the acquisition, use and disposal of products, services, ideas and practices. The book focuses on the 'why and how' of consumer behaviour: why people buy what they do and how they go about doing this. The authors are sophisticated theorists as well as empirical researchers. Their approach draws not only on social-psychological theories of attitude formation, attitudebehaviour relations, and attitude change but also on ideas from cognitive and emotional psychology. The reader will find lucid and detailed descriptions and critiques of leading theories such as the elaboration likelihood model of persuasion and the theory of planned behaviour. The authors also present their own theories of consumer action, the 'theory of trying' and the more recent model of goal-directed behaviour, which aims to integrate automatic, cognitive, emotional, and volitional factors to capture the complexity of . . .

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