The psychology of consumer profiling in a digital age
By: Gunter, Barrie
Material type: BookSeries: Routledge studies in marketing ; 2.Publisher: New York : Routledge, c2016.Description: 257 p. ; 24 cm.ISBN: 9781138957961Subject(s): Consumer profiling | Consumer behavior | Marketing -- Psychological aspectsDDC classification: 658.8/34Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
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REGULAR | University of Wollongong in Dubai Main Collection | 658.834 GU PS (Browse shelf) | Available | T0054414 |
, Shelving location: Main Collection Close shelf browser
Includes bibliographical references and index.
Personality psychology and consumer segmentation -- Custom-built psychographic consumer typologies -- The search for psychology-based predictors of purchase preferences -- Psychological profiles within demographics -- Global consumer profiling -- Profiling consumers for old and new media markets -- Psychological profiling and consumers' reactions to marketing campaigns -- Practicalities, pros and cons of psychological profiling.
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.