Applied Consumer Psychology - How to Use Psychological Insights in Marketing

About the author

Gareth J Harvey is a Professor at HEG Geneva, where he lectures in Consumer Psychology. Before joining HEG, he was Professor at Bangor University and the Course Director for the UK's first MSc in Consumer Psychology. He has taught a number of highly specialised masters modules including: Consumer Psychology: Theory, Nudges and Behaviour Change, and Applied Consumer Psychology. As the Director of the Laboratory of Consumer Psychology, he ran projects for Unilever, Cadburys, and Aldi; applying principles of psychology to improve their marketing.

He is a Chartered Psychologist and also Director of DECIDE, the UK's longest established independent marketing agency, and is also regularly featured radio and television, including BBC Radio where he seeks to explain the psychology behind current news stories.

Summary

Use this textbook to understand the psychological underpinning of the various challenges marketers face, from packaging and advertising to store design and copywriting, and how to apply them in practice.

Product details

• Authors: Gareth J Harvey
• Publisher: Kogan Page
• Languages: English
• Product format: Hardback
• Release: 01.12.2025
• EAN: 9781398620834
• ISBN: 978-1-398-62083-4
• No. of pages: 400
• Subjects: Social sciences, law, business > Business > Management; Market research, PSYCHOLOGY / Industrial & Organizational Psychology, BUSINESS & ECONOMICS / Consumer Behavior, BUSINESS & ECONOMICS / Marketing / Research, Behavioural economics, Occupational and industrial psychology, Occupational & industrial psychology, BUSINESS & ECONOMICS / Economics / Social & Behavioral