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Introduction
"Consumer, Marketing and Advertising Psychology" is an indigeneous book of reading edited by Benjamin Osayawe Ehigie. A five hundred and one (501) page book published by University Press PLC, Ibadan in the year 2015 with ISBN 9789789400218 (cased) and 9789789400850 (limp) has a blue cover with pictorial illustration of two people looking at monopolar bill board advertising goods on the highway.
The book covers the major topical issues in the field of Consumer Psychology, a sub-field of Industrial-Organization Psychology and it is made up of nineteen chapters written by erudite Nigerian scholars for academic and non-academic audience (readership). It is important to note that the nineteen chapters of this book are systematically arranged to depict a simple to complex thought process that stimulates and sustains readers' interest. Thus , this book is a trail blazer in the right direction.
Chapter one: 'Basics of Consumer Psychology and Marketing' authored by Sybil Akinfenwa and Glory Okang introduces the readership to the basic concept of Consumer and Marketing Psychology. The emphasis is on the definition of basic concepts in consumer psychology, research methods and the applications to Consumer Behaviour. The authors define consumers' psychology as 'the branch of psychology that studies how thoughts, beliefs, feelings and perception of individuals influence how they buy and relate with goods and service'. Furthermore, the chapter highlights four major application of consumer behaviour to include marketing strategy, public policy, social marketing and better buying behaviour.
In chapter two, the topic 'Approaches to the Study of Consumer Behaviour' written by Olusegun, Steve Adegoke focuses on the research methods and approaches used in Consumer Psychology. The chapter discusses the Managerial and Holistic approaches to studying consumer behaviour. While the managerial approach is micro and cognitive in nature, that focuses on the individual as a unique and rational entity responsible for his or her buying behaviour, the holistic approach is macro in nature that takes into consideration the significant effects of enviromental context and factor on consumer behaviour. Other methods of studying consumer behaviour such as survey method, focus group discussion, ethnography and panels are also discussed.
Furthermore, chapter three on 'Personal and Socio-culture factors in Consumer Behaviour and Marketing' by Catherine Choven, discusses multiple factors that influence consumer behaviour. These factors include personal...