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Applied Consumer Psychology

How to use psychological insights in marketing

Use this textbook to understand the psychological underpinning of the various challenges marketers face, from packaging and advertising to store design and copywriting, and how to apply them in practice.

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EAN: 9781398620797

Edition: 1

Published: 03 Dec 2025

Format: 240 x 170

432 pages

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About the book

Understanding the psychological elements of consumer behaviour is key for marketing success. This practical textbook for undergraduate and postgraduate students will enable them to apply this knowledge across marketing tasks.

Applied Consumer Psychology is ideal for students of consumer psychology, specifically at final year undergraduate and postgraduate levels. It is structured around the different practical tasks that marketers face every day.

This textbook:
- features chapters on attention, motivation, personality and consumer learning
- demonstrates how these are used in practice across the marketing function
- shows how language in copywriting can affect perception of discount pricing and how eye-tracking technology can help understand what really captures people's attention in advertisements

The topics are explored using the latest research and applications, discussing the psychological mechanisms that explain the behaviour. Applied Consumer Psychology will be supported by pedagogical features such as chapter summaries, a glossary of terms and multiple choice questions to help reinforce student learning. Online resources include lecturer PowerPoint slides and interactive experiments.

About the authors

Gareth J Harvey lectures in Consumer Psychology at HEG Geneva, Switzerland. He is also a guest lecturer Lancaster University, UK and Bangor University, UK, where he was previously Professor in Consumer Psychology. In his previous role as the Director of the Laboratory of Consumer Psychology, he ran projects for the likes of Unilever, Cadbury and Aldi, applying principles of psychology to improve their marketing. He is a Chartered Psychologist and also the Director of Consumer Psychology for DECIDE, the UK's longest established independent marketing agency, and is regularly featured on radio and television, including BBC Radio.

Gareth J Harvey

Section - ONE: Consumer psychology - theoretical essentials;
- Chapter - 01: An introduction to consumer psychology;
- Chapter - 02: Attention and perception;
- Chapter - 03: The psychology of motivation;
- Chapter - 04: The psychology of personality;
- Chapter - 05: The role of learning and memory in marketing;
Section - TWO: Consumer psychology in action;
- Chapter - 06: The psychology of copywriting - words that sell;
- Chapter - 07: The psychology of branding;
- Chapter - 08: The psychology of advertising;
- Chapter - 09: The psychology of social media - likes, shares and sales;
- Chapter - 10: The psychology of price;
- Chapter - 11: The psychology of promotion;
- Chapter - 12: Psychology in the aisles - psychological influences in the shopping environment;
- Chapter - 13: The psychology of online shopping;
- Chapter - 14: The psychology of packaging;
- Chapter - 15: The science of persuasion;
- Chapter - 16: Market research - a psychological approach;

Reviews

Prof Dr Rainer Greifeneder, Professor of Social Psychology, University of Basel, Switzerland

Harvey's Applied Consumer Psychology is a must-read for anyone looking to understand how psychology shapes the way we buy, choose and behave. Packed with engaging real-world examples, it breaks down the key concepts of consumer psychology in a way that's both clear and relatable. Beyond its six foundational chapters, ten insightful applied chapters equip the reader with the tools needed to make informed, evidence-based decisions in real consumer contexts. This book is an invaluable guide for anyone seeking practical advice on consumer psychology challenges.

Prof Dr Michael Schulte-Mecklenbeck, Professor of Research Methods and Decision Science, University of Bern, Switzerland

Discover why certain ads stick, why BOGO deals are irresistible and why some stores make you buy everything. This book reveals the hidden psychology behind successful marketing and how to ethically influence consumer choices through better branding, pricing and customer experiences.

Prof Matt Johnson, Professor of Consumer Psychology, Hult International Business School

Applied Consumer Psychology masterfully bridges the gap between rigorous psychological science and practical marketing application. Harvey has created an exceptionally comprehensive yet accessible guide that spans everything from fundamental attention and perception principles to cutting-edge insights on digital behaviour and pricing psychology. What sets this book apart is its rare combination of scientific depth and readability, making complex psychological concepts immediately clear, compelling and actionable for marketers. This is an indispensable resource for anyone seeking to understand the psychological drivers behind consumer behaviour and translate that knowledge into effective marketing strategies.

Dr Mansur Khamitov, Professor of Marketing, Kelley School of Business, Indiana University, USA

Harvey has developed an impressive platform bridging the art and science of consumer psychology. This is a one-stop theoretical and practical take on the inner psyche of consumers and how and why they behave the way they do.

Prof Joe Devlin, Professor of Cognitive Neuroscience and Vice Dean for Innovation and Enterprise, University College London, UK

Applied Consumer Psychologyis a must-read for anyone serious about marketing. Harvey masterfully blends clear, accessible explanations of psychological principles with compelling real-world examples and practical applications. Whether you're a student, professional or simply curious about what drives consumer behaviour, this book delivers insights that are both engaging and actionable.

Dr Jan Breitsohl, Senior Lecturer in Marketing, University of Glasgow, UK

A must-read for students who want to see how consumer psychology can be applied directly to real marketing problems. Unlike many textbooks that remain abstract or get lost in theory, this book takes a problem-first approach, offering clear and practical insights. Its accessible structure and interactive experiments make complex ideas easy to grasp, while still being rooted in the latest research. It is exactly the kind of applied, student-friendly guide needed for modern teaching and learning.

Prof Bart F. Norré, Associate Professor of Neuromarketing, School of Management Fribourg, University of Applied Sciences and Arts of Western Switzerland

In an age where data-driven insights are everywhere, Applied Consumer Psychology reminds us of the human mind at the heart of consumption. It's an invaluable guide for students, researchers and executives who want to turn psychological knowledge into competitive advantage.

Rorry Sutherland, Vice Chairman of Ogilvy UK and author of Alchemy

Plenty of people including me have written books on this subject. What Harvey has now produced is the encyclopaedia!

Roger Dooley, author of Brainfluence and Friction

Harvey has created the definitive bridge between psychological science and marketing practice. This is the comprehensive playbook every marketer needs to understand not just what works, but why it works. It's a great book that should be on any serious marketer's shelf.

Richard Shotton, author of The Choice Factory and The Illusion of Choice

Most of what drives our choices happens below the surface. Harvey unpacks a wide range of hidden cues and biases that shape buying decisions - and shows, with practical examples, how brands can put them to work effectively.

Phil Barden, author of Decoded: The Science Behind Why We Buy

Fabulous! Well-written, well-researched and well-resourced, this should have a permanent place on every marketer's bookshelf.

Phill Agnew, podcast host of Nudge

This book should be required reading for every marketer. It's the reference guide I wish I had when I started out a decade ago, packed with behavioural science that explains what makes great marketing. It's the one playbook you'll always keep within arm's reach.

Michael Aaron Flicker, 9× CEO and Founder of XenoPsi Ventures, and co‑author of Hacking the Human Mind

Applied Consumer Psychology distils decades of behavioural science into practical, evidence‑based insights that marketers can apply immediately. Harvey's engaging writing, real‑world examples and clear frameworks make this essential reading for anyone who wants to understand and influence how consumers think and act. Entertaining, informative and immediately useful - once you start exploring how real science transforms marketing, you won't want to put this book down.

Harvey's Applied Consumer Psychology is a must-read for anyone looking to understand how psychology shapes the way we buy, choose and behave. Packed with engaging real-world examples, it breaks down the key concepts of consumer psychology in a way that's both clear and relatable. Beyond its six foundational chapters, ten insightful applied chapters equip the reader with the tools needed to make informed, evidence-based decisions in real consumer contexts. This book is an invaluable guide for anyone seeking practical advice on consumer psychology challenges.
Prof Dr Rainer Greifeneder, Professor of Social Psychology, University of Basel, Switzerland

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