Diplom-Psychologe Peter Michael Bak beschreibt in seinem Lehrbuch für Studierende Werbung und die dahinter liegenden psychologischen Methoden und Prozesse. Somit soll eine differenzierte Beurteilung einzelner Methoden und eine gezieltere Konzeption einzelner Werbemaßnahmen ermöglicht werden....

This handbook contains a series of original contributions in which top researchers in each area provide a succinct review of theory and research studies in consumer psychology and marketing, advertising and consumer behaviour

This book focuses on the concept of “brand hate” and consumer negativity in today’s digital markets. It explores the emotional detachment consumers generate against valued brands and how negative experiences affect their and other consumers' loyalty. In today's world, it is almost...

"The APA Handbook of Consumer Psychology presents a comprehensive survey of the field, including historical reviews and critical sources of information in both core and emerging literature. This 33-chapter handbook is designed as a library reference that captures up-to-date content on consumer...