发帖
雷达卡
by Michael Kamins (Author)
About the Author
Michael Kamins is currently Professor of Marketing, Area Head and Director of Research at Stony Brook University (SUNY) at the Harriman College of Business. He previously worked for 25 years at the University of Southern California as well as at Bernard M Baruch College of the City of New York (CUNY) and New York University.
About this book
Marketing Manipulation deals with the tactics and strategies used by marketers that prey on human cognitive, social and memory based biases ultimately influencing consumer behavior in their favor.
Kamins focuses on examples from academic research where consumers have been found to be susceptible to bias and therefore have made less than optimal purchase decisions. Particularly, academic research in the area of Pricing, Product, Promotion, Sales and marketing research. Written in an accessible manner, this book puts the consumer (you!) in the center and aims to helps making all of us a better decision maker when confronted with a range of stimuli in a marketing environment.
Readership: Undergraduates in Marketing and general readers interested in learning marketing terms and psychology studies behind marketing.
Table of contents
Chapter 1. The Impact of the Marketing Environment 1
Chapter 2. System I Processing 15
Chapter 3. Cognitive Biases and System II Processing 25
Chapter 4. Social Biases 57
Chapter 5. Memory Biases 69
Chapter 6. The Problem of Inertia 85
Chapter 7. Price and Its Influence Upon Choice 93
Chapter 8. Deceptive Products: Consumer Confusion, SecondaryMeaning and Dilution 109
Chapter 9. Marketing Manipulation by the Drug Companies is Enough to Make You Sick! 123
Chapter 10. Selling Tactics That Have the Potential to Deceive 139
Chapter 11. Deceptive Advertising and Promotional Techniques 151
Chapter 12. Political Advertising and Deception 175
Chapter 13. Manipulative Marketing Research from Questionnaire Design to Results 191
Chapter 14. Winning Strategies for Online Purchases (eBay, Priceline and StubHub) 209
Chapter 15. Wrapping It All Up 225
Index 233
Series: World Scientific-Now Publishers Series in Business (Book 14)
Length: 224 pages
Publisher: World Scientific Publishing Co Pte Ltd (September 30, 2018)
Language: English
ISBN-10: 9813234709
ISBN-13: 978-9813234703
World__Marketing manipulation _ a consumer’s survival manual.pdf
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