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Presentation created by: Peggy Sue Loroz and Maria Cronley Gonzaga University and Miami University of Ohio Division 23, Society for Consumer Psychology American Psychological Association
the purchase, use, and disposal of goods and services, including the consumers emotional, cognitive, and behavioral responses that precede, determine, or follow these activities.
A broad range of product and service related information is relevant to
consumer psychology, including marketer initiated stimuli (e.g., advertisements, websites, package labels, coupons, point-ofpurchase displays), consumer magazines and other media, as well as word-of-mouth communications from friends and relatives.
to understanding consumers.
Consumer psychologists draw upon social, cognitive, developmental,
quantitative (e.g., lab and field experiments, surveys) and qualitative (e.g., interviews, observation) approaches.
The goals of consumer psychologists are to describe, predict,
History*
The field of Consumer Psychology grew as consumer society grew
Coca-Cola to household appliances and automobiles) in the 1920s and 1930s The advent of advertising via radio (1920) and television (1941)
After World War II, governments around the world sought to
strengthen their economies in part through increased consumer spending, further bolstering interest in this area.
The Division of Consumer Psychology of the APA was formed in 1960
to represent psychologists whose interests lie in consumer-related topics. The name was changed in 1988 to The Society for Consumer Psychology.
* Based on Jansson-Boyd, C. V. (2010). Consumer psychology: what it is and how it emerged. Consumer Psychology (pp. 1-13), New York: Open University Press.
concerning consumer responses to an advertising claim that is literally true but has false inferential implications.
AT AN AUTOMOBILE COMPANY, a psychologist assesses consumer responses
to various combinations of product features to help engineers determine the optimal combination.
AT A UNIVERSITY, a psychologist is helping to develop a theoretical model of
show how well alternative advertisements improve attitudes toward a brand of coffee.
students with:
experience in analyzing and evaluating human behavior patterns an understanding of the scientific process and how to go about
hypothesis testing
the ability to translate complex issues into testable alternatives experience in both non-experimental and experimental design the ability to apply descriptive and inferential statistics
precise manner
dedicated to the growth and advancement of consumer psychology through scientific interests and inquiry and the application of research findings to practice.
SCP also seeks to advance consumer and public welfare