*了解营销人员面临的各种挑战的心理基础，从包装和广告到商店设计和文案，以及如何在实践中应用它们

本书的内容包括：

- 包含关于注意力、动机、个性和消费者学习的章节

- 展示这些内容在营销职能中的实际运用

- 展示文案语言如何影响折扣定价的认知，以及眼动追踪技术如何帮助理解广告中真正吸引人们注意力的内容

- 包含来自宝莹、勃林格殷格翰和吉百利的真实案例

本书运用最新的研究和应用来探讨这些主题，并探讨解释消费行为的心理机制。 

关于作者：

Gareth J Harvey is a Professor at HEG Geneva, where he lectures in Consumer Psychology. Before joining HEG, he was Professor at Bangor University and the Course Director for the UK's first MSc in Consumer Psychology. He has taught a number of highly specialised masters modules including: Consumer Psychology: Theory, Nudges and Behaviour Change, and Applied Consumer Psychology. As the Director of the Laboratory of Consumer Psychology, he ran projects for Unilever, Cadburys, and Aldi; applying principles of psychology to improve their marketing.

He is a Chartered Psychologist and also Director of DECIDE, the UK's longest established independent marketing agency, and is also regularly featured radio and television, including BBC Radio where he seeks to explain the psychology behind current news stories.