The psychology of consumer profiling in a digital age

• Main Author: Gunter, Barrie, 1954- (Author)
• Format: Book
• Language: English
• Published: New York ; London : Routledge, Taylor & Francis Group, 2016
• Edition: First published
• Series: Routledge studies in marketing
• Subjects: spotřebitelské chování; spotřebitelé; marketing > psychologické aspekty; consumer behavior; consumers; marketing > psychological aspects; studie; studies
• ISBN: 9781138957961; 978-1-315-66143-8
• Physical Description: 257 stran ; 24 cm

Table of Contents:

• 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