Published: 8 December 2016 at 11:23
New book edited by Anglia Ruskin academics looks at psychology of consumer behaviour
A new book shows how factors such as the feel of a product and the attractiveness of models can influence how we shop.
The Routledge International Handbook of Consumer Psychology is edited by Dr Cathrine Jansson-Boyd and Dr Magdalena Zawisza of Anglia Ruskin University. The pair have worked with over 70 academics across four continents to ensure the book reflects the cross-cultural character of current consumer behaviour.
The book explains how shops persuade people to touch products as this encourages shoppers to believe the item ‘psychologically’ belongs to them. This psychological ownership also means they are less likely to question the price.
Producers also spend huge amounts of money to find ways of making their packaging more tactile. Different textures can alter how attractive a product is perceived to be, which directly affects its value. Items such as Andrex toilet rolls and Dolce & Gabbana’s Light Blue perfume are examples of how packaging has been changed to feel more ‘pleasurable’.
Dr Cathrine Jansson-Boyd, Reader in Consumer Psychology at Anglia Ruskin University, explained:
The book also explains how idealised advertising content can actually backfire. Researchers have found that unachievably-beautiful models do not necessarily increase purchasing intent as many consumers find them threatening.
Co- editor Dr Magdalena Zawisza, Senior Lecturer in Psychology at Anglia Ruskin, said:
The book offers an overview of these and many other areas of consumer life including: cognition, perception and implicit processes; social and cultural influences; consumer lifespan; decision-making and persuasion processes; overview of research on products, brands and sustainability issues; and the role of the internet and electronic media.