Branding and the psychology of consumer behavior

Bobby J. Calder*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter

1 Scopus citations


Branding is traditionally thought of in terms of high consumer involevment. Persuasive messages are used to influence consumers to think about a product in a conscious, deliberative way. The psychological rationale for this Sys2 branding is developed here. An understanding of this psychology also leads to a strategic alternative to the conventional marketing approach, Sys1 branding.

Original languageEnglish (US)
Title of host publicationPsychology of Branding
PublisherNova Science Publishers, Inc.
Number of pages11
ISBN (Print)9781626188174
StatePublished - 2013


  • Influence
  • Involvement
  • Marketing
  • System 1
  • System 2

ASJC Scopus subject areas

  • Medicine(all)
  • Psychology(all)


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