Table of Contents

Introduction
Consumer Knowledge
Consumer Inference and Evaluation
Consumer Implicit Cognition
Consumer Development and Socialisation
Emotions in Consumer Behaviour
Consumer Motivation
Consumer Identity - I Shop; Therefore, I am
Environmental Psychology and Consumer Behaviour
Evolutionary Psychology and Consumer Behaviour
Consumer Well-Being
Research Methods in Consumer Psychology

About the Author

Hazel Huang is an Assistant Professor in Marketing at Durham University Business School, England.  Coming from Taiwan, she holds a PhD degree from Warwick University, and is a Chartered Marketer at the Chartered Institute of Marketing.  Her research interests lie in consumer behaviour, in particular, symbolic consumption, and she specialises in quantitative methods.  She has presented her work at prestige international conferences, such as ACR, SCP, and EMAC, and has published in Psychology & Marketing, Computers in Human Behaviour, and Journal of Consumer Behaviour.  Before embarking her academic career, she had worked in industry for approximately ten years. She started her career as a junior buyer at FIC (once the world’s largest mother board supplier), and later on moved to the roles of sales, branding, and marketing.  Her experiences in the real world crossed various industries, including IT(Acer), retailing (Carrefour), and FMCG (J&J).