Gunter, Barrie.

The psychology of consumer profiling in a digital age / Barrie Gunter. - New York : Routledge, 2016. - 257 pages. - Routledge studies in marketing ; 2 . - Routledge studies in marketing ; 2. .

Includes bibliographical references and index.

Personality psychology and consumer segmentation -- Custom-built psychographic consumer typologies -- The search for psychology-based predictors of purchase preferences -- Psychological profiles within demographics -- Global consumer profiling -- Profiling consumers for old and new media markets -- Psychological profiling and consumers' reactions to marketing campaigns -- Practicalities, pros and cons of psychological profiling.

9781138957961 (hardback : alk. paper) 1138957968 (hardback : alk. paper)

2016000870


Consumer profiling.
Consumer behavior.
Marketing -- Psychological aspects.

--กต 311--Highly correlated

HF5415.32 / .G86 2016

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