Contents: Introduction. 1. Bridging theory and practice: a conceptual model of relevant research/Bernd Schmitt. 2. Optimal marketing for really new products: using a consumer perspective to improve communications/Steve Hoeffler and Michal Herzenstein. 3. Consumer tunnel vision and implications for managing the marketing mix/Steven S. Posavac, David M. Sanbonmatsu, Shailendra Pratap Jain. 4. How to target diverse customers: an advertising typology and prescriptions from social psychology/Anne M. Brumbaugh. 5. Where to draw the line? Managerial implications of behavioral research on deceptive advertising/Guang-Xin Xie and David M. Boush. 6. Verbal and visual information interaction in print advertisements/Yeqing Bao, Shi Zhang and James T. Simpson. 7. Comparative advertising research: a review and research agenda/Meng-Hua Hsieh, Kyra Blower, Xingbo Li, Shailendra Pratap Jain and Steven S. Posavac. 8. Brand experience: managerial applications of a new consumer psychology concept/J. Josko Brakus, Bernd Schmitt and Lia Zarantonello. 9. Success stories: how marketing managers can leverage the psychology of narratives/Jennifer Edson Escalas. 10. The consumer-generated product review: its effect on consumers and marketers/Ohyoon Kwon and Yongjun Sung. 11. Improving the predictive power of consumer research by measuring naturally occurring judgments/Maria L. Cronley, Frank R. Kardes, Susan Powell Mantel and Helene Deval. 12. Negativity and customer satisfaction: its managerial implications/Keiko I. Powers. 13. Nonconscious processes in consumer behavior: a review of prior literature and implications for marketing/Israel Martinez, Raquel Castano, Claudia Quintanilla and Martin Reimann. 14. Marketing insights from a model of action and empirical findings/Geraldine Fennell. Name index. Subject index.
The unique contribution of this book is its spotlight on how the knowledge of consumer psychology principles can be used to improve managerial decision making and organizational performance. Research on consumer behavior typically has a narrow focus and does not offer reliable and practical direction for marketers. Taken collectively, however, the conclusions of research streams can provide valuable information from which managers can base their decisions.
The contributing authors of this book offer a set of rules for managerial action that has been distilled from reviews of research areas in which they are experts. The book contains systematic, prescriptive advice based on state-of-the-art knowledge from multiple research lines regarding how consumers think and choose.
The chapters cover fundamental topics such as new products management, marketing mix strategy, marketing communications and advertising, social media and experimental marketing. (jacket)
