Leading Stories, Articles

January 4th, 2020

Getting inside the consumer’s mind: Specialty examines range of human behavior

By Phyllis Hanlon

Consumer psychology can be defined as the examination of why people buy things, which involves cognitive processes, and response to the influence of marketing, according to study.com. The discipline looks at a wide range of human behavior and refers not only to shopping for tangible goods, but also pertains to the consumption of entertainment and experiences as well as attitudes and motivation underlying purchasing decisions. Several industries employ consumer psychologists, from universities and financial institutions to high-tech companies and manufacturing operations, each with its own unique area of concentration. According to Erin Percival Carter, Ph.D, assistant professor of marketing at [More]

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