Contemporary approaches to modelling the consumer

Keeling, Debbie (2018) Contemporary approaches to modelling the consumer. In: Hackett, Paul (ed.) Quantitative research methods in consumer psychology: contemporary and data driven approaches. Routledge. (Accepted)

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Abstract

Modelling is an essential approach for contemporary research in Consumer Psychology. This approach is used across diverse contexts to provide insight into the complexity of the relationships between consumer personalities, emotions, attitudes, situations, experiences and behaviours. In turn these insights inform consumer strategy for-both profit and not-for-profit industries. This chapter introduces the main principles of modelling, including the goals of exploration, prediction and explanation alongside the main building blocks of models. Two short case studies illustrate the use of modelling in B2B and B2C contexts. The troubleshooting section offers some solutions for commonly encountered problems when undertaking modelling, and suitable software to support analyses are identified. The chapter ends with a discussion on the future of modelling, identifying three important areas of development. Student exercises are offered alongside recommended reading.

Item Type: Book Section
Schools and Departments: School of Business, Management and Economics > Business and Management
Subjects: B Philosophy. Psychology. Religion > BF Psychology
B Philosophy. Psychology. Religion > BF Psychology > BF0636 Applied psychology
Q Science > QZ Psychology
Depositing User: Debbie Keeling
Date Deposited: 13 Jun 2018 11:53
Last Modified: 13 Jun 2018 11:53
URI: http://sro.sussex.ac.uk/id/eprint/76472

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