Cracking the code
Subtitle: leveraging consumer psychology to drive profitability
By: Steven S. Posavac, editor
Contributors: Society for Consumer Psychology
Publisher: M.E. Sharpe
Published: 2012
Place of publication: Armonk, N.Y
Language: eng
Number of pages: 331
ISBN-13: 9780765629647
Subjects: Marketing; Consumer behavior; Management
Notes: Includes bibliographical references and indexes.
Table of contents: title: Bridging theory and practice : a conceptual model of relevant research / Bernd Schmitt; title: Optimal marketing for really new products : using a consumer perspective to improve communications / Steve Hoeffler and Michal Herzenstein; title: Consumer tunnel vision and implications for managing the marketing mix / Steven S. Posavac, David M. Sanbonmatsu, Shailendra Pratap Jain; title: How to target diverse customers : an advertising typology and prescriptions from social psychology / Anne M. Brumbaugh; title: Where to draw the line? Managerial implications of behavioral research on deceptive advertising / Guang-Xin Xie and David M. Boush; title: Verbal and visual interaction in print advertisements / Yeqing Bao, Shi Zhang, and James T. Simpson; title: Comparative advertising research : a review and research agenda / Meng-Hua Hsieh ... [et al.]; title: Brand experience : managerial applications of a new consumer psychology concept / J. Joško Brakus, Bernd Schmitt, and Lia Zarantonello; title: Success stories : how marketing managers can leverage the psychology of narratives / Jennifer Edson Escalas; title: The consumer-generated product review : its effect on consumers and marketers / Ohyoon Kwon and Yongjun Sung; title: Improving the predictive power of consumer research by measuring naturally occurring judgments / Maria L. Cronley ... [et al.]; title: Negativity and customer satisfaction : its managerial implications / Keiko I. Powers; title: Nonconscious processes in consumer behavior : a review of prior literature and implications for marketing / Israel Martinez  ... [et al.]; title: Marketing insights from a model of action and empirical findings / Geraldine Fennell.