Cracking the Code: Leveraging Consumer Psychology to Drive Profitability

Title Page......Page 4
Contents......Page 6
Introduction: Cracking the Code......Page 8
1 Bridging Theory and Practice: A Conceptual Model of Relevant Research......Page 16
2 Optimal Marketing for Really New Products: Using a Consumer Perspective to Improve Communications......Page 34
3 Consumer Tunnel Vision and Implications for Managing the Marketing Mix......Page 58
4 How to Target Diverse Customers: An Advertising Typology and Prescriptions from Social Psychology......Page 79
5 Where to Draw the Line?: Managerial Implications of Behavioral Research on Deceptive Advertising......Page 102
6 Verbal and Visual Information Interaction in Print Advertisements......Page 125
7 Comparative Advertising Research: A Review and Research Agenda......Page 145
8 Brand Experience: Managerial Applications of a New Consumer Psychology Concept......Page 172
9 Success Stories: How Marketing Managers Can Leverage the Psychology of Narratives......Page 194
10 The Consumer-Generated Product Review: Its Effect on Consumers and Marketers......Page 213
11 Improving the Predictive Power of Consumer Research by Measuring Naturally Occurring Judgments......Page 232
12 Negativity and Customer Satisfaction: Its Managerial Implications......Page 251
13 Nonconscious Processes in Consumer Behavior: A Review of Prior Literature and Implications for Marketing......Page 270
14 Marketing Insights from a Model of Action and Empirical Findings......Page 291
Name Index......Page 316
Subject Index......Page 329
About the Editor and Contributors......Page 342