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Marketing Psychology Decoded

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BY SUVODIP SEN

ASST. PROFESSOR, IILM UNIVERSITY, GURUGRAM

Book Details

Number of Pages 412

Language English

Edition Intermediate

Format

Hardcopy + Digital Digital Copy

What You'll Learn

Understand how consumers think through concepts from psychology and behavior science.
Learn the MAO framework (Motivation, Ability, Opportunity) to analyze and influence consumer engagement.
Explore decision-making shortcuts (heuristics) like brand loyalty, price cues, and social proof.
Discover how attention, perception, and sensory input shape consumer experiences.
Differentiate between high-effort and low-effort purchases and how attitudes form in each.
Apply insights to real marketing strategies with practical tasks and real-life applications.

Description

Explores how consumers make decisions through the lens of motivation, ability, and opportunity, providing marketers with strategic frameworks to influence buying behavior.Analyzes the cognitive and affective foundations of attitude formation, distinguishing between high-effort and low-effort purchasing processes.Examines perception development through sensory experiences and explains how marketing stimuli can effectively capture consumer attention.Details the critical role of memory in consumer decision-making and how brands can leverage nostalgic marketing to create emotional connections.Compares optimizing versus satisficing approaches to purchasing and explains compensatory versus non-compensatory evaluation methods.Addresses post-purchase behavior, including satisfaction, cognitive dissonance, and product disposition, with strategies for companies to enhance customer retention.

This Book Includes:

Important pointers summarised at the end of each chapter

Strategies for Marketing psychology - 7 checklists. (QR code available for digital access)

Did you know facts for each chapter

Chapter end actionable exercises

Index

1. Delving into the Minds of Buyers

Understanding Customers’ Thought Processes

Consumer Psychology: What Is It?

Consumer Behavior: What Is It?

Consumer Psychology: How Does It Function?

Is the Point of Researching Consumer Psychology Moot?

What Role Might Consumer Psychology Play in Creating a Marketing Strategy?

Summary & Did You Know

Action: Task from Day-to-Day Life

2. Consumers’ Motivation, Ability, and Opportunity

What Drives Consumers and How It Influences Their Choices

Impact of Motivation on Consumers

Ability and Resources of the Consumer: Ability

Chance of Consumption: Opportunity

Outcome of Motivation, Ability and Opportunity

Summary & Did You Know

Action: Task from Day-to-Day Life

3. Exposure, Focus, Formation of Perception

Whispering Vines: Nurturing Perception and Connection

How Do Consumers Form a Connection with a Brand or Offering?

Stimulus & Exposure

Exposure Can Be Selective

Consumer Options to Avoid Marketing Stimuli

Attention and Its Characteristics

Capturing Consumer Attention

What Is Perception?

Why Does Perception Differ from Person to Person?

Building Perception Through Senses

Influence of Stimuli on Perception Development

Summary & Did You Know

Action: Task from Day-to-Day Life

4. An Attitude Towards High-Effort Purchase

The Concept of Attitude

Approaches to Attitude Formation and Transformation

Aspects of Attitude Development

High-Effort Cognitive Foundation Model for Purchase Behaviour

Cognitive Response to Advertising Messages

Expectancy-Value Model

Theory of Reasoned Action (TRA)

Marketing Implications of Customer Attitudes

Summary & Did You Know

Action: Task from Day-to-Day Life

5. Harnessing Consumer Memory

How Does One Define Consumer Memory?

Various Types of Memories

How Can a Customer Access Their Memory?

Improving Customers’ Retrieval

Leveraging Consumer Memory

Summary & Did You Know

Action: Task from Day-to-Day Life

6. An Attitude Towards Low-Effort Purchase

Concept of Low-Effort Purchases

Influencers with Low-Effort Attitude

Advertising Strategy for Affective-Based Attitude

Advertising Strategy for Cognitive-Based Attitude

Summary & Did You Know

Action: Task from Day-to-Day Life

7. Methods for Reaching a Purchase Decision

Perfection vs. Contentment

Optimising vs. Satisficing

Factors Affecting Optimising vs Satisficing

Consumers’ Decision and Marketers’ Strategy

Marketing Strategy for Satisficers

Compensatory and Non-Compensatory Buying

Factors Affecting Compensatory and Non-Compensatory Purchase

Exploring Purchase Process

Summary & Did You Know

Action: Task from Day-to-Day Life

8. Following the Purchase

Discord After Buying

Consumer’s Approach to Learning

Determining Buyer Satisfaction

Theories Explaining Satisfaction and Dissatisfaction

Method of Disposal

Considerations for Marketing

Summary & Did You Know

Action: Task from Day-to-Day Life

9. Marketing Psychology in Action

Strategy Checklists

Take a Sneak Peek

Sneak peek 1 — Marketing Psychology Decoded

Sneak peek 2 — Marketing Psychology Decoded

Sneak peek 3 — Marketing Psychology Decoded

Sneak peek 4 — Marketing Psychology Decoded

Sneak peek 5 — Marketing Psychology Decoded

Meet the Author

SUVODIP SEN

ASST. PROFESSOR, IILM UNIVERSITY, GURUGRAM

Faculty of Marketing & Strategy at IILM, Gurugram, with 15+ years of experience. Former senior leader at Tata Steel, NBFCs, and FMCG firms
Consultant to TATA Motors, Bharat Benz, TVS, and multiple SMEs. Published author of two books: Let’s Talk Finance and Decoding Business Dynamics
MBA & Ph.D. (pursuing) in Marketing from IIM Indore. Global education from NTU Singapore and Coventry University, UK
Contributor to peer-reviewed journals and leading business magazines
Recognized speaker at national and international conferences (Best Paper Award winner)
Strong academic network across IIMs, Symbiosis, IMT, and other top B-schools