Online Consumer Psychology
Understanding and Influencing Consumer Behavior in the Virtual World
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Online Consumer Psychology by Curtis P. Haugtvedt
Book DescriptionOnline 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.
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Book DetailsISBN: 9780805851540
(229mm x 152mm x mm)
Imprint: Lawrence Erlbaum Associates Inc
Publisher: Lawrence Erlbaum Associates Inc
Publish Date: 24-Feb-2005
Country of Publication: United States
Books By Author Curtis P. Haugtvedt
Handbook of Consumer Psychology, Hardback (December 2007)
Consumer psychology is a discipline at the interface of marketing, advertising and psychology. The research in this area focuses on fundamental psychological processes as well as on issues associated with the use of theoretical principles in applied contexts. This handbook presents a collection of chapters in the field of consumer psychology.
Online Consumer Psychology, Paperback (February 2005)
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.
Diversity in Advertising, Hardback (April 2004)» View all books by Curtis P. Haugtvedt
Representing a collection of research from academics in the fields of social psychology, advertising, and marketing, the chapters all focus on discussing existing and needed research to face the challenges of diversity in the next millennium.
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