Marketing Psychology: Understanding Consumer Behaviour with the ABC Approach

This lively and engaging book helps marketers create more effective strategies and campaigns. It explores why customers behave the way they do, drawing on hundreds of psychological theories and showing how these can be applied to marketing practice.

The book presents a broad framework, grouping psychology theories together into a simple to follow ’ABC’ approach: Understanding your audience, communicating brand perception and helping customers to make the right choice - posing key questions to consider. Understanding the basics of psychology gives invaluable insight into customer behaviour, whether in B2C, B2B, or non-profit contexts. Written by authors with expertise in both marketing psychology and marketing practice, the book presents the latest research in a way that will be accessible to all, guiding readers through the psychology underpinning marketing to understand human behaviour and explain what we know about how customers think.

Offering effective strategies to develop successful marketing plans, Marketing and Psychology is essential reading for marketing practitioners, from early career to seasoned professionals. It will also be relevant reading for students of marketing, consumer psychology, and advertising.

Tom Bowden-Green is Senior Lecturer in Marketing and behavioural science researcher within Bristol Business School at UWE Bristol. Tom’s experience combines senior consultancy (10+ years) and academic leadership (10+ years), designing and delivering marketing training to support career growth and business development. Tom also presents the ’The Digital Behaviour Podcast’ and produces the popular weekly ’Stuff You Missed’ psychology and marketing newsletter.

Luan Wise is a Freelance Marketing Consultant, Chartered Marketer and Trainer. She started her own marketing consultancy and training business in 2011 and has worked for LinkedIn Learning since 2016. Since 2019 Luan has been a lead trainer for Meta. Luan leads training on behalf of professional bodies, including the Chartered Institute of Marketing and Chartered Institute of Management Accountants. She is a visiting fellow at the University of South Wales (USW) Business school and is active in studying and researching the use and trends in social media marketing.