The unique contribution of Cracking the Code is its spotlight on how the knowledge of consumer psychology principles can be used to improve managerial decision making and organizational performance. Research on consumer behavior typically has a narrow focus and does not offer reliable and practical direction for marketers. Taken collectively, however, the conclusions of research streams can provide valuable information from which managers can base their decisions. The contributing authors of Cracking the Code offer a set of rules for managerial action that has been distilled from reviews of research areas in which they are experts. The book contains systematic, prescriptive advice based on state-of-the-art knowledge from multiple research lines regarding how consumers think and choose. The chapters cover fundamental topics such as new product management, marketing mix strategy, marketing communications and advertising, social media, and experiential marketing.
Sustainable development is the central challenge of the 21st Century. How can human civilization continue to develop without destroying the natural systems on which it depends?Environmentalists tell us that capitalism is the problem because it feeds our self-interest. They tell us that we have to restrain ourselves and only consume what the Earth can sustain. Or governments must tell us what we can and cannot buy. This book uses the science of complex systems to explain why governments cannot deliver sustainability or happiness and how self-interest can be used to make society sustainable. Capitalism won the Cold War; until the Great Recession of 2008, it seemed to be the perfect system. But more of us are unhappy even as it has ravaged the planet. The central problem is the paradigm on which our social systems are founded that more (consumption, production, possessions) is always better. Based on research from political economy, philosophy, and psychology, this book shows that the problem is not self-interest. We are unhappy because we have been taught that our interests are material and that buying 'stuff' will make us happy. Yet, social pressure to consume only prevents us from satisfying our basic psychological needs and fully enjoying life. For that we need to pursue our personal well-being. Because this also reduces our material consumption, environmental sustainability comes from each of us knowing what's truly good for our selves. Even without the constant economic growth that harms the planet and damages our lives, capitalism also is sustainable. This book will be of interest to scholars and students of sustainability;civil societyactivists and social entrepreneurs; thought leaders and policymakers. .
Abstract: "This book discusses the indispensable value of understanding consumer activities and the crucial role they play in developing successful marketing strategies by focusing on concepts such as consumer perceptions, consumption culture, and the influence of information technology"--Provided by publisher
An Introduction to Cyberpsychology is the first book to provide a student-oriented introduction to this rapidly growing and increasingly studied topic. It is designed to encourage students to critically evaluate the psychology of online interactions, and to develop appropriate research methodologies to complete their own work in this field. The book is comprised of four main sections: An overview of cyberpsychology and online research methodologies Social psychology in an online context The practical applications of cyberpsychology The psychological aspects of other technologies. Each chapter includes: Explanations of key terms and a glossary to facilitate understanding Content summaries to aid student learning Activity boxes, discussion questions and recommended reading to guide further study. Further resources for students and instructors are available on the book’s companion website, including audio and video links, essay questions, a multiple-choice test bank, and PowerPoint lecture slides. Uniquely combining a survey of the field with a focus on the applied areas of psychology, the book is designed to be a core text for undergraduate modules in cyberpsychology and the psychology of the internet, and a primer for students of postgraduate programs in cyberpsychology.
This book gathers new empirical findings fostering advances in the areas of digital and communication design, web, multimedia and motion design, graphic design, branding, and related ones. It includes original contributions by authoritative authors based on the best papers presented at the 5th International Conference on Digital Design and Communication, Digicom 2021, together with some invited chapters written by leading international researchers. They report on innovative design strategies supporting communication in a global, digital world, and addressing, at the same time, key individual and societal needs. This book is intended to offer a timely snapshot of technologies, trends and challenges in the area of design, communication and branding, and a bridge connecting researchers and professionals of different disciplines, such as graphic design, digital communication, corporate, UI Design and UX design.
Al Tompkins teaches students about broadcast journalism using a disarmingly simple truth—if you aim for the heart with the copy you write and the sound and video you capture, you will compel your viewers to keep watching. With humor, honesty, and directness, award-winning journalist and author Al Tompkins bottles his years of experience and insight in a new Third Edition that offers students the fundamentals they need to master journalism in today’s constantly evolving media environment, with practical know-how they can immediately put to use in their careers. Aim for the Heart is as close as you can get to spending a week in one of Tompkins’s training sessions that he has delivered in newsrooms around the world, from which students: • Learn how to build compelling characters who connect with the audience • Write inviting leads • Get memorable soundbites • See how to light, crop, frame, and edit compelling videos • Learn how to leverage social media to engage audiences • Gain critical thinking skills that move your story from telling the “what” to telling the “why”
To effectively adapt and thrive in today’s business world, organizations need to implement effective organizational development (OD) interventions to improve performance and effectiveness at the individual, group, and organizational levels. OD interventions involve people, trust, support, shared power, conflict resolution, and stakeholders’ participation, just to name a few. OD interventions usually have broader scope and can affect the whole organization. OD practitioners or change agents must have a solid understanding of different OD interventions to select the most appropriate one to fulfill the client’s needs. There is limited precise information or research about how to design OD interventions or how they can be expected to interact with organizational conditions to achieve specific results. This book offers OD practitioners and change agents a step-by-step approach to implementing OD interventions and includes example cases, practical tools, and guidelines for different OD interventions. It is noteworthy that roughly 65% of organizational change projects fail. One reason for the failure is that the changes are not effectively implemented, and this book focuses on how to successfully implement organizational changes. Designed for use by OD practitioners, management, and human resources professionals, this book provides readers with OD basic principles, practices, and skills by featuring illustrative case studies and useful tools. This book shows how OD professionals can actually get work done and what the step-by-step OD effort should be. This book looks at how to choose and implement a range of interventions at different levels. Unlike other books currently available on the market, this book goes beyond individual, group, and organizational levels of OD interventions, and addresses broader OD intervention efforts at industry and community levels, too. Essentially, this book provides a practical guide for OD interventions. Each chapter provides practical information about general OD interventions, supplies best practice examples and case studies, summarizes the results of best practices, provides at least one case scenario, and offers at least one relevant tool for practitioners.
Consumer Behavior, 9/e, by Hawkins, Best, & Coney offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. The new edition features current and exciting examples that are tied into global and technology consumer behavior issues and trends, a solid foundation in marketing strategy, integrated coverage of ethical/social issues and outlines the consumer decision process. This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the foundation to understanding consumer behavior which will make them better consumers and better marketers.
Learn how to use neuromarketing and understand the science behind it Neuromarketing is a controversial new field where researchers study consumers' brain responses to advertising and media. Neuromarketing and the brain sciences behind it provide new ways to look at the age-old question: why do consumers buy? Neuromarketing For Dummies goes beyond the hype to explain the latest findings in this growing and often misunderstood field, and shows business owners and marketers how neuromarketing really works and how they can use it to their advantage. You'll get a firm grasp on neuromarketing theory and how it is impacting research in advertising, in-store and online shopping, product and package design, and much more. Topics include: How neuromarketing works Insights from the latest neuromarketing research How to apply neuromarketing strategies to any level of advertising or marketing, on any budget Practical techniques to help your customers develop bonds with your products and services The ethics of neuromarketing Neuromarketing for Dummies demystifies the topic for business owners, students, and marketers and offers practical ways it can be incorporated into your existing marketing plans.
