Haugtvedt - Handbook of Consumer Psychology

HANDBOOK OF

CONSUMER PSYCHOLOGY

Marketing and Consumer Psychology Series

Curtis P. Haugtvedt, Ohio State University

Series Editor

Curtis P. Haugtvedt, Paul M. Herr and Frank R. Kardes

Handbook of Consumer Psychology

Cele C. Otnes and Tina M. Lowrey

Contemporary Consumption Rituals: A Research Anthology

Gad Saad

The Evolutionary Bases of Consumption

Michel Wedel and Rik Pieters

Visual Marketing: From Attention to Action

HANDBOOK OF

CONSUMER PSYCHOLOGY

EDITED BY

CURTIS P.HAUGTVEDT

PAUL M. HERR FRANK R. KARDES

2008 by Taylor & Francis Group, LLC

International Standard Book Number-13: 978-0-8058-5603-3 (Hardcover)

Except as permitted under U.S. Copyright Law, no part of this book may be reprinted, reproduced, transmitted, or utilized in any form by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying, microfilming, and recording, or in any information storage or retrieval system, without written permission from the publishers.

Trademark Notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

Library of Congress Cataloging-in-Publication Data

Handbook of consumer psychology / edited by Curtis P. Haugtvedt, Paul M. Herr and Frank R. Kardes.

p. cm. -- (Marketing and consumer psychology series ; 4)

Includes bibliographical references and index.

ISBN-13: 978-0-8058-5603-3 (acid free paper)

ISBN-10: 0-8058-5603-X (acid free paper)

1. Consumer behavior. 2. Decision making. 3. Marketing--Psychological aspects. 4. Advertising--Psychological aspects. I. Haugtvedt, Curtis P., 1958- II. Herr, Paul, 1956- III. Kardes, Frank R.

HF5415.32.H363 2007

Visit the Taylor & Francis Web site at

http://www.taylorandfrancis.com

and the Psychology Press Web site at

http://www.psypress.com

Preface

This handbook contains a unique collection of chapters written by the worlds leading researchers in the dynamic field of Consumer Psychology. Although these researchers are housed in different academic departments (i.e., marketing, psychology, advertising, communications), all have the common goal of attaining a better scientific understanding of cognitive, affective, and behavioral responses to products and services, the marketing of these products and services, and societal and ethical concerns associated with marketing processes. Consumer Psychology is a discipline at the interface of Marketing, Advertising, and Psychology. Work in Consumer Psychology integrates theories and methods from many different areas and many different approaches to research and practice. Consumer Psychology research focuses on fundamental psychological processes as well as on issues associated with the use of theoretical principles in applied contexts.

Our vision for the Handbook of Consumer Psychology was to bring together distinguished researchers from a variety of academic backgrounds to provide succinct summaries of state-of- the-art research as well as to provide a place for authors to speculate and provide suggestions for future research and practice. The chapters present theoretical frameworks that address a broad range of important well-established phenomena in addition to suggestions that will serve as a guide for future research on yet-to-be-discovered phenomena and practices. We were delighted that all of the researchers we contacted agreed that the discipline needed such a resource and that they were willing to write chapters for the Handbook.

The first chapter provides a history of the field of consumer psychology from 1895 to 1960. The remaining chapters are organized around seven themes. The first theme focuses on the dominant consumer information processing paradigm that specifies how product information is perceived, comprehended, interpreted, retained, and used. The second organizing theme centers on motivation, affect, and consumer decisions. These chapters focus on variables that energize consumers to buy and to consume. The next section examines the important topics of persuasion, attitudes, and social influence. These chapters describe principles that serve as the basis for understanding and influencing change in consumer beliefs, attitudes, and behaviors. The following theme, behavioral decision research, focuses on key factors that influence consumer choice. The next theme examines products, preferences, places, and people. This section covers topics such as aesthetics, branding, and retailing. The penultimate section focuses on consumer well-being, and the final section focuses on research methods. Together, these chapters provide a broad and integrative perspective on the field of consumer psychology.

While this edition of the Handbook covers many areas of research, it is by no means comprehensive or complete. Just as has been the case for the Handbook of Social Psychology, as new research, frameworks, and controversies develop, we plan on providing updates, revisions and extensions to the material in this Handbook in the coming years. We hope that the current Handbook contributions stimulate excitement and discussion about the topics and that the readers will contribute to the discipline of consumer psychology through their own teaching, research, and practice. This Handbook will be of interest to well-established academics and practitioners as well graduate students and individuals just beginning careers as academicians or practitioners. Consumer Psychology is truly an interdisciplinary field, and we are pleased to have the opportunity to provide a forum for the viewpoints of contributors to the discipline. It has been a pleasure to work with enthusiastic contributors and publishers!

Curtis P. Haugtvedt

Paul M. Herr

Frank R. Kardes

Contributors

Nidhi Agrawal

Department of Marketing

Northwestern University

Evanston, Illinois

Icek Ajzen

Department of Psychology

University of Massachusetts, Amherst

Amherst, Massachusetts

Joseph W. Alba

Department of Marketing

University of Florida

Gainesville, Florida

Chris T. Allen

Department of Marketing

University of Cincinnati

Cincinnati, Ohio

Eduardo B. Andrade

Department of Marketing

University of California, Berkeley

Berkeley, California

Lawrence W. Barsalou

Department of Psychology

Emory University

Atlanta, Georgia

Roy F. Baumeister

Department of Psychology

Florida State University

Tallahassee, Florida

Hans Baumgartner

Department of Marketing

Pennsylvania State University

University Park, Pennsylvania

James R. Bettman

Department of Marketing

Duke University

Durham, North Carolina

Eugene Borgida

Department of Psychology

University of Minnesota

Minneapolis, Minnesota

Susan M. Broniarczyk

Department of Marketing

University of Texas at Austin

Austin, Texas