Branding and the psychology of consumer behavior

Bobby J. Calder

Branding and the psychology of consumer behavior

Bobby J. Calder^*

^*Corresponding author for this work

Marketing

Research output: Chapter in Book/Report/Conference proceeding › Chapter

1 Scopus citations

Abstract

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 language	English (US)
Title of host publication	Psychology of Branding
Publisher	Nova Science Publishers, Inc.
Pages	3-13
Number of pages	11
ISBN (Print)	9781626188174
State	Published - 2013

Keywords

Influence
Involvement
Marketing
System 1
System 2

ASJC Scopus subject areas

General Medicine
General Psychology

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Cite this

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KW - Involvement

KW - Marketing

KW - System 1

KW - System 2

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PB - Nova Science Publishers, Inc.

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Branding and the psychology of consumer behavior

Abstract

Keywords

ASJC Scopus subject areas

UN SDGs

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Cite this