This lively and engaging book explores why consumers behave the way they do by summarising relevant psychological theories and showing how these can be applied to marketing activities in practice.

Exploring questions around why we make purchases and how effective digital marketing can be, the book examines the psychological processes of decision-making relating to consumer behaviour. It pays particular attention to digital marketing and how in today’s world customers are exposed to countless marketing messages every day. Written by a team with expertise in both marketing psychology and marketing practice, each chapter explains a psychological theory and discusses how this can be applied, with relevant examples and case studies. It presents the latest research in a way that will be accessible to all, guiding readers through the psychology underpinning marketing to explain what we know about customers’ minds.

The book will be highly relevant to both students of marketing and marketing professionals, and anyone interesting in exploring the potential use of psychology in marketing. It will be relevant reading on courses relating to consumer psychology, advertising and behavioural economics.