The Psychology of Consumer Profiling in a Digital Age

By Barrie Gunter

Book Overview

The Psychology and Consumer Profiling in a Digital Age examines how the field of 'psychographics' has evolved, the different approaches to psychological segmentation of consumers, the different ways in which it has been applied in consumer marketing settings, and whether psychographics works. It draws upon research from around the world and incorporates its analysis of the use of psychographics with an examination of major shifts in marketing in a digital and global era.

• Format: Hardcover
• Language: English
• ISBN: 1138957968
• ISBN13: 9781138957961
• Release Date: May 2016
• Publisher: Routledge
• Length: 264 Pages
• Weight: 1.10 lbs.
• Dimensions: 0.8" x 6.2" x 8.9"