Tom Bowden-Green spent 11 years in PR agency roles before moving to academia in 2013. He completed a PhD at the University of Bath and is now a Senior Lecturer teaching marketing and psychology at Bristol Business School, UWE Bristol, UK.

Luan Wise is a seasoned industry practitioner with 25 years of agency, client-side and consultancy experience. She is a chartered marketer, fellow of the Chartered Institute of Marketing (FCIM) and is currently pursuing a PhD by Portfolio at the University of Lancashire, UK.

About the authors

Contents

List of figures

Acknowledgements

Introduction

Chapter 1.

Marketing & Psychology in Practice.

Chapter 2.

Audience: Using Psychology for Segmentation.

Personality - five traits.

Personality - dark triad.

Intelligence.

Socioeconomics

Geography (culture)

Age.

Sex and gender

Chapter 3.

Audience: Customer Disposition.

Attitude.

Beliefs.

Values.

Morals.

Motivation.

Executive functions.

Self-evaluation.

Chapter 4.

Audience: Navigating Social Dynamics.

Relationships with others.

Using others as reference points.

Impression management

The influence of crowds.

Chapter 5.

Brand: Shaping Brand Perception.

Attention.

Cognition.

Emotion.

Branding.

Messaging.

Storytelling.

Language.

Humour

Memory aides.

Visual senses.

Aural senses.

Chapter 6.

Brand: Finding The Right Voices.

Judgement of people.

Likeability and authenticity.

Credibility.

Authority and status.

Chapter 7.

Choice: Embedding Your Brand in Memory.

Implicit and explicit memory.

Long-term v short-term memory.

Rumination.

Other memory effects.

Information processing.

Conditioning.

Chapter 8.

Choice: Recognizing Biases and Demonstrating Value.

Reference-dependence.

Loss and gain.

Time-related assessment

Effort

Ownership.

Choice.

Presentation of prices.

Self-control and decision-making.

Assessment of chance and logical fallacies.

Time perception when making decisions.

Involvement

Summary.

References.

Index.