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OverviewOnline Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online. The theories and research methods help provide greater insight into the processes underlying consumer behavior in online environments. Broken into six sections, this book: * focuses on community and looks at the Internet's ability to bring like-minded individuals from around the world into one forum; * examines issues related to advertising, specifically click-through rates and advertising content placed within gaming online and wireless networks; * provides readers with reasons why consumers customize products and the benefits of customization; * discusses the psychological effects of site design; * asks the question of whether the Internet empowers consumers to make better decisions; and * discusses research tools that can be used online. Full Product DetailsAuthor: Curtis P. Haugtvedt , Karen A. Machleit , Richard YalchPublisher: Taylor & Francis Ebooks Imprint: Psychology Press Ltd ISBN: 9781135608118ISBN 10: 1135608113 Pages: 574 Publication Date: 13 January 2005 Audience: Professional and scholarly , Professional & Vocational Format: Electronic book text Publisher's Status: Active Availability: In stock We have confirmation that this item is in stock with the supplier. It will be ordered in for you and dispatched immediately. Table of ContentsReviewsThe volume serves to better acquaint advertisers with the medium and its potential, and challenges researchers to think about the advantages and disadvantages of the Web as an advertising medium. -APADE Author InformationTab Content 6Author Website:Countries AvailableAll regions |