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
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Psychology Press | Psychology Press |
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2008 by Taylor & Francis Group, LLC
International Standard Book Number-13: 978-0-8058-5603-3 (Hardcover)
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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
658.8'342--dc22 | 2007017528 |
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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
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