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Author: W. Douglas Evans
Publisher: Nova Science Publishers
ISBN: 9781626188174
Category : Brand name products
Languages : en
Pages : 0
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Book Description
This title explores the psychological factors underlying brand choices we make. How we encounter brands (and how often we), think about them, feel about them, and how we experience them in relation to competing brands, has a big effect on which ones we choose, and keep on choosing. At the same time, presumably there are neural events occurring when we encounter and mentally respond to brands. These represent ways in which we can explain and understand why people choose and remain loyal to brands. These explanations of branding are related and intuitive. But how does the psychology of branding work? This book offers answers to that question.
Author: W. Douglas Evans
Publisher: Nova Science Publishers
ISBN: 9781626188174
Category : Brand name products
Languages : en
Pages : 0
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Book Description
This title explores the psychological factors underlying brand choices we make. How we encounter brands (and how often we), think about them, feel about them, and how we experience them in relation to competing brands, has a big effect on which ones we choose, and keep on choosing. At the same time, presumably there are neural events occurring when we encounter and mentally respond to brands. These represent ways in which we can explain and understand why people choose and remain loyal to brands. These explanations of branding are related and intuitive. But how does the psychology of branding work? This book offers answers to that question.
Author: Rajeev Batra
Publisher: Routledge
ISBN: 1317502108
Category : Business & Economics
Languages : en
Pages : 377
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Book Description
Design plays an increasingly larger role today in creating consumer desire for products and liking for commercial messages. However, the psychological processes involved are only partially understood. In addition, design is inherently interdisciplinary, involving (among others) important elements of aesthetics, anthropology, brand strategy, creativity, design science, engineering, graphic design, industrial design, marketing, material science, product design, and several areas within psychology. While researchers and practitioners in all of these fields seek to learn more about how and why "good" design works its magic, they may benefit from each other’s work. The chapters in this edited book bring together organizing frameworks and reviews of the relevant literatures from many of these contributing disciplines, along with recent empirical work. They cover relevant areas such as embodied cognition, processing fluency, experiential marketing, sensory marketing, visual aesthetics, and other research streams related to the impact of design on consumers. Importantly, the primary focus of these chapters is not on product design that creates functional value for the targeted consumer, but rather on how design can create the kind of emotional, experiential, hedonic, and sensory appeal that results in attracting consumers. Each chapter concludes with Implications for a theory of design as well as for designers.
Author: W. Douglas Evans
Publisher: Nova Publishers
ISBN: 9781626188815
Category : Medical
Languages : en
Pages : 252
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Book Description
This book explores the psychological factors underlying brand choices we make. How we encounter brands (and how often we), think about them, feel about them, and how we experience them in relation to competing brands, has a big effect on which ones we choose, and keep on choosing. At the same time, presumably there are neural events occurring when we encounter and mentally respond to brands. These represent ways in which we can explain and understand why people choose and remain loyal to brands. These explanations of branding are related and intuitive. But how does the psychology of branding work? This book offers answers to that question. Brands are all around us and in a sense represent any person, place, or thing to which people attach associations - anything that represents something for someone. This insight has led those trying to improve society, not just to sell products, services, and organizational reputations, but to take up the mantle of branding. The branding of social and health behaviors has become widespread and is now a central approach in social marketing - the use of marketing to benefit society rather than the marketer. In an earlier volume, my co-editor Gerard Hastings and I noted "that by learning about concepts such as brand development, identity and equity, we can do for public health what Philip Morris had done for teen smoking." This is exactly what's been happening for some 20 years, and now branding represents a powerful strategy to change social and health behaviors for the better. Branding is now truly a systemic approach to modifying human behavior for commercial as well as socially beneficial purposes.
Author: Barbara Loken
Publisher: Psychology Press
ISBN: 1000946312
Category : Business & Economics
Languages : en
Pages : 340
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Book Description
Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both traditional and contemporary topics in branding. This book accomplishes that task, with contributions from leading experts in the science of branding, national and international. The book should appeal to all students, faculty, and marketing professionals with an interest in research findings about brands, and an interest in deepening their understanding of how consumers view brands.
Author: G. R. Foxall
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 268
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Book Description
The second edition of this successful textbook continues to offer a sophisticated treatment of consumer psychology which is directly related to the concerns of marketing management, especially in terms of market segmentation, product positioning and new product development. It has an international approach that is reflected in language, examples, and scope and it also has a comprehensive and up-to-date coverage of literature and recent research. The new edition takes into account past reviewers and users comments by reducing the amount of material on adaptive/innovative cognitive style and replaces this with a wider range of material on the theme of personality and new product phrase. This edition also includes end-of-chapter questions and suggested further reading.
Author: Gerhard Raab
Publisher: CRC Press
ISBN: 1317018702
Category : Business & Economics
Languages : en
Pages : 412
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Book Description
This comprehensive guide to both the theory and application of psychology to marketing comes from the author team that produced the acclaimed Customer Relationship Management. It will be of immeasurable help to marketing executives and higher level students of marketing needing an advanced understanding of the applied science of psychology and how it bears on consumers; on influencing; and on the effective marketing of organizations themselves, as well as of products and services. Drawing on consumer, management, industrial, organizational, and market psychology, The Psychology of Marketing's in-depth treatment of theory embraces: ¢ Cognition theories. ¢ Personality, perception and memory. ¢ Motivation and emotion. ¢ Power, control, and exchange. Complemented by case studies from across the globe, The Psychology of Marketing provides a trans-national perspective on how the theory revealed here is applied in practice. Marketers and those aspiring to be marketers will find this book an invaluable help in their role as 'lay psychologists'.
Author: Mike Parson
Publisher: Vincenzo Nappi
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
Numerous studies have shown that people buy feelings and experiences, not things. When you see a cute puppy, certain hormones fill your brain, and you become loving and affectionate. You don't care about the exact hormone process in your brain, but the puppy certainly makes you feel good. There is an intense psychological component to marketing a business or creating a successful brand. In its essence, branding is designing a campaign to induce popularity and loyalty among customers. To do this, one must understand the audience's psychology, giving you the ability to entice consumers who will mentally connect and relate to your brand's identity. Every individual consumer has an entirely separate and possibly stressful life outside of your market. Busy lives mean that consumers do not have the mental bandwidth to consider every product on the market. To establish a long-lasting relationship, the brand provides intangible benefits that sometimes overshadow the tangible benefits. It is getting tougher with the explosion of communication technology, where people stay connected to update information. The emergence of branding topics has been witnessed with the blast of branding categories that apply to manufacturing and service industries. The brand is a logo, symbol, name, or design that creates a trademark or signature that distinguishes goods or services. Building a strong provides additional value that looks simple from the customer point of view but a great deal for a firm to survive the stiff competition in the market. The brand is a critical element to superior quality products, especially to the saturated market; hence, a trusted brand must satisfy customer needs and deliver excellent quality on attributes that matter to customers, low cost of quality, and overall cost leadership, and effective positioning.
Author: Victor Yocco
Publisher: Simon and Schuster
ISBN: 1638356823
Category : Computers
Languages : en
Pages : 329
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Book Description
Summary Design for the Mind: Seven Psychological Principles of Persuasive Design teaches web designers and developers how to create sites and applications that appeal to our innate natural responses as humans. Author Victor Yocco, a researcher on psychology and communication, introduces the most immediately relevant and applicable psychological concepts, breaks down each theory into easily-digested principles, then shows how they can be used to inform better design. Purchase of the print book includes a free eBook in PDF, Kindle, and ePub formats from Manning Publications. About the Technology Designers and design team members need to think about more than just aesthetics. How do you handle short attention spans. How does your design encourage users to engage, browse, or buy? Fortunately, there are psychological principles that you can use in your design to anticipate and benefit from how humans think, behave, and react. About the Book Design for the Mind: Seven Psychological Principles of Persuasive Design teaches you to recognize how websites and applications can benefit from an awareness of our innate, natural responses as humans, and to apply the same principles to your own designs. This approachable book introduces the psychological principles, deconstructs each into easily digestible concepts, and then shows how you can apply them. The idea is to deepen your understanding of why people react in the ways they do. After reading the book, you'll be ready to make your work more psychologically friendly, engaging, and persuasive. What's Inside Making design persuasive Encouraging visitors to take action Creating enduring messages Meeting the needs of both engaged and disengaged visitors Becoming a strategic influencer Applying theory, with case studies and real-world examples About the Reader This book is for web and UX designers and developers as well as anyone involved in customer-facing digital products. About the Author Victor Yocco, PhD, is a research director at a Philadelphia-based digital design firm. He received his PhD from The Ohio State University, where his research focused on psychology and communication in informal learning settings. Victor regularly writes and speaks on topics related to the application of psychology to design and addressing the culture of alcohol use in design and technology. He can be found at www.victoryocco.com or @victoryocco on Twitter. Table of Contents PART 1 INTRODUCING THE APPLICATION OF PSYCHOLOGY TO DESIGN Meeting users' needs: including psychology in design PART 2 WHY DO FOLKS ACT LIKE THAT? PRINCIPLES OF BEHAVIOR Designing for regular use: addressing planned behavior Risky decisions and mental shortcuts Motivation, ability, and trigger-boom! PART 3 PRINCIPLES OF INFLUENCE AND PERSUASION: NOT AS EVIL AS YOU'D THINK Influence: getting people to like and use your design Using family, friends, and social networks to influence users It's not what you say; it's how you say it! Persuasion: the deadliest art PART 4 USER EXPERIENCE DESIGN: PUTTING IT ALL TOGETHER Case study: KidTech Design Co.'s Good Choice app The next step: getting up and running
Author: Kelton Drew Earl
Publisher:
ISBN: 9780967209807
Category : Character
Languages : en
Pages : 167
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Book Description
I’m a clue collector – life clues. The kind of clues that make me pause for a few moments to try and understand the significance that is just beyond what we see on the surface. These clues are everywhere in life when you know how to look for them. That’s the focus of this book. I’ve come to understand that those who perform at above-average levels have learned to recognize their own clues that life gives them. They have learned to see, feel, and hear these clues. By refining this ability, they are able to interact with the world around them at higher levels than most others, almost as if they can see around corners. The good news is that you can develop this same ability. As you discover how to pay attention to the clues in your own life, you will also find yourself happier and more productive than ever. It’s no accident you’re holding this book in your hands right now. It’s filled with some of the most critical clues you need to see at this point of your journey. You’ll also come to realize that life is your advocate, a reliable member of your team that shows you clues that are uniquely your own. Follow them and you will be on the path to achieving your ultimate potential. It’s all inside these pages waiting for you right now.
Author: Kevin Budelmann
Publisher: Rockport Publishers
ISBN: 1631597094
Category : Design
Languages : en
Pages : 235
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Book Description
Brand Identity Essentials, Revised and Expanded outlines and demonstrates basic logo and branding design guidelines and rules through 100 principles. These include the elements of a successful graphic identity, identity programs and brand identity, and all the various strategies and elements involved. A company's identity encompasses far more than just its logo. Identity is crucial to establishing the public's perception of a company, its products, and its effectiveness—and it's the designer's job to envision the brand and create what the public sees. Brand Identity Essentials, a classic design reference now updated and expanded, lays a foundation for brand building, illustrating the construction of strong brands through examples of world-class design. Topics include: A Sense of Place, Cultural Symbols, Logos as Storytellers, What is "On Brand?", Brand Psychology, Building an Online Identity, Managing Multiple Brands, Owning an Aesthetic, Logo Lifecycles, Programs That Stand Out, Promising Something, and Honesty is Sustainable The new, revised edition expands each of the categories, descriptions, and selections of images, and incorporates emergent themes in digital design and delivery that have developed since the book first appeared. Brand Identity Essentials is a must-have reference for budding design professionals and established designers alike.
