Consumer Psychology

How can we improve the sales of products and services? How can we identify markets that are ripe for innovation? How can we make consumers more savvy? Consumer psychology focuses on how people think, feel, reason, and select among alternatives. They work in marketing or market research departments, design organizations and consulting firms. Current and recent research projects focus on:

• Psychology in product design (Branaghan)
• Innovation and abductive reasoning (Schvaneveldt)
• Brand personality (Branaghan)