Cracking Code: Leveraging Consumer Psychology To Drive Profitability, 1st Edition

  • Published By:
  • ISBN-10: 0765629666
  • ISBN-13: 9780765629661
  • DDC: 658.8
  • Grade Level Range: College Freshman - College Senior
  • 331 Pages | eBook
  • Original Copyright 2011 | Published/Released January 2012
  • This publication's content originally published in print form: 2011

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Filled with solid, actionable information and advice, this unique handbook focuses on how knowledge of the principles of consumer psychology can be used to improve managerial decision making and organizational performance.

Table of Contents

Front Cover.
Half Title Page.
Title Page.
Copyright Page.
1: Bridging Theory and Practice.
2: Optimal Marketing for Really New Products.
3: Consumer Tunnel Vision and Implications for Managing the Marketing Mix.
4: How to Target Diverse Customers.
5: Where to Draw the Line?.
6: Verbal and Visual Information Interaction in Print Advertisements.
7: Comparative Advertising Research.
8: Brand Experience.
9: Success Stories.
10: The Consumer-Generated Product Review.
11: Improving the Predictive Power of Consumer Research by Measuring Naturally Occurring Judgments.
12: Negativity and Customer Satisfaction.
13: Nonconscious Processes in Consumer Behavior.
14: Marketing Insights from a Model of Action and Empirical Findings.
Name Index.
Subject Index.
About the Editor and Contributors.