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The Social Psychology of Consumer Behavior brings together the most promising and theoretically fruitful research developments by internationally renowned scholars, whose work is at the cutting edge of research. Experts from both fields – social psychology and consumer behavior – provide an informed, up-to-date overview, from an original integrative perspective.

The aim of this volume is two-fold. On the one hand, the application of social psychology to consumer behavior is meant to broaden the horizon of social psychologists. On the other hand, students and researchers of consumer behavior will be offered an advanced account of relevant theories tailored to their interests. While the range of topics is rather broad – including the construal of judgments and decisions, affective and cognitive feelings, social and media influences, and goals and self-regulation – each chapter is focused on one specific theoretical or methodological perspective and thereby gives a comprehensive and penetrative account of the relevant issues and the respective research.

The volume provides an invaluable resource to students, researchers, and instructors in social psychology, consumer psychology, consumer behavior, and marketing.

About the Author

Institut fur Psychologie, Basel, Switzerland

Part 1. Introduction: A Tale of Two Disciplines. M.Wänke, What's Social about Consumer Behavior? R.S. Wyer, Jr., R. Adaval, Social Psychology and Consumer Psychology: An Unexplored Interface. Part 2. The Construal of Consumer Judgments and Decisions. T. Eyal, N. Liberman, Y. Trope, Psychological Distance and Consumer Behavior: A Construal Level.Theory Perspective. A. Dijksterhuis, R.B. van Baaren, K.C.A. Bongers, M.W. Bos, M.L. van Leeuwen, A. van der Leij, The Rational Unconscious: Conscious Versus Unconscious Thought in Complex Consumer Choice. H. Bless, R. Greifenender, Brands and Successful Brand Extensions: A Social Psychology Perspective on Economic Questions. A. Chernev, R. Hamilton, Compensatory Reasoning in Choice. Part 3. Affective and Cognitive Feelings in Consumer Judgment. J. De Houwer, Conditioning as a Source of Liking: There is Nothing Simple About It. M.T. Pham, The Lexicon and Grammar of Affect-As-Information in Consumer Decision Making: The GAIM. N. Schwarz, H. Song, J. Xu, When Thinking is Difficult: Metacognitive Experiences as Information. Part 4. Social and Media Influences on Judgment and Behavior. S. Shavitt, A.Y. Lee, C.J. Torelli, Cross-Cultural Issues in Consumer Behavior. L.J. Shrum, Television Viewing and Social Reality: Effects and Underlying Processes. N.J. Goldstein, R.B. Cialdini, Normative Influences on Consumption and Conservation Behaviors. A. Kirmani, M.C. Campbell, Taking the Target's Perspective: The Persuasion Knowledge Model. Part 5. Goals and Self-regulation. A.Y. Lee, E.T. Higgins, The Persuasive Power of Regulatory Fit. M. Friese, W. Hofmann, M. Wänke, The Impulsive Consumer: Predicting Consumer Behavior with Implicit Reaction Time Measures. A. Fishbach, Y. Zhang, The Dynamics of Self-Regulation: When Goals Commit Versus Liberate.
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