APA Handbook of Consumer Psychology: Volume 1

This 33-chapter handbook is designed as a library reference that captures up-to-date content on consumer psychology, with insights offered by an outstanding roster of contributors. Broad coverage areas include perspectives on consumer psychology, consumer characteristics and contexts, use of psychology to communicate with consumers, consumer cognitions and affect, and use of psychology to carry out business functions.

Chapters pinpoint practical issues
probe unresolved and controversial topics in a balanced manner
and present future theoretical, research, and practice trends. The handbook provides a starting point for an examination of consumer psychology and ways to move the knowledge forward in this meaningful and vital area of human behavior.