Introduzione alla psicologia dei consumatori

[Autom. eng. transl.] This volume provides a complete and updated overview of the psychology of consumption, starting from a completely different point of view, namely that of the consumer. Through this new approach, the authors present keys to reading and interpretative models of consumer psychology; they provide cases and examples taken from reality on which new theoretical paradigms can be applied and propose an extension of the psychology of consumption to less known but equally important and promising fields of intervention, such as health promotion and social marketing. A manual that puts consumers at the center of the scene, with their needs and their psychological peculiarities.