Psychology in Marketing

How Psychology Shapes Marketing, Branding, and Consumer Behavior

Dimitar Trendafilov

• Publisher: GRIN Verlag
• Edition: 1
• Year: 2026
• Topic: Business
• Subtopic: Marketing
• eBook ISBN:
  9783389199145
• Index: Business

Document from the year 2026 in the subject ThinkShelf: Non-fiction books, , language: English, abstract: This textbook contains 20 topics related to consumer behavior. They cover key, up-to-date topics in marketing, focusing on cognitive and psychological principles applicable to brand building, online communications, and loyalty programs. The textbook is aimed at undergraduate students in majors such as marketing, communications, and psychology, and it is also particularly useful for those working in small, medium, or start-up businesses in the consumer goods, online commerce, and services sectors. The synthesis of research, strategic models, and best practices in each chapter, as well as the targeted subdivision of information to facilitate its comprehension and practical application, are particularly valuable. Each chapter is supplemented with a glossary of terms, case studies from leading brands' practice (sports goods, music, retail, and others), as well as many exercises, the function of which is to turn the content of each chapter into a working tool. Unlike other textbooks with similar content, this one does not simply dedicate part of the content to ethics in marketing, but focuses entirely on it (challenges and rules of conduct), which is why the reader comes across guidelines, warnings, issues and critical notes on how the knowledge accumulated over the past decades in the field of psychology, cognitive processes and cultural influences should or should not be applied in the practice of markers (especially in the era of digitalization, social media and user experience). The author, Dr. Dimitar Trendafilov, has twenty years of experience as a lecturer, consultant, and researcher in the field of marketing and commercial communications, strategic brand management, and consumer behavior. For those with a greater interest in the subject matter, the list of sources on which the content is based would be a suitable gateway to deeper knowledge on any or all of the topics.

Table of contents

• Bibliographic information published by the German National Library:
• Imprint:
• Marketing Is Really (Always) About People
• Meet the Consumer’s Mind
• What Do People Really Want?
• Feelings First
• How We See Things
• Memory, Learning and Habits
• Mental Shortcuts
• We Are What Others Think
• Identity and Self-Expression Through Brands
• Trust, Loyalty and Long-Term Relationships
• What Is a Brand (Really)?
• Brand Personality
• The Power of Visual Identity
• Brand Storytelling
• The Science of Persuasion
• Words Matter
• Pricing Psychology
• The Customer Journey
• Ethics, Responsibility and the Future of Marketing