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Psychology of Marketing

 

Trevisani, Daniele (2013). Psicologia di marketing e comunicazione. Pulsioni d'acquisto, leve persuasive, nuove strategie di comunicazione e management. Franco Angeli, Milano, 8th edition

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Title Translation: Psychology of Marketing & Communication. Buyer's Impulses, Persuasion Tools, New Strategies for Communication and Management. Franco Angeli Publisher, Milan, 2013. 8th Edition (Rights are available for languages and international editions other than Italian)

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Book Abstract

The book highlights and explores a new approach to the analysis of consumer and social behavior, merging disciplines and holistic approaches from semiotics to linguistics, neuroscience and social psychology.

Theoretical approach:

"The Tension-Impulses-Motivation-Action (T.I.M.A.) Model. The basic drive is the generation of a psychological Tension, a state of dissonance that the individual perceives as a need to be resolved. Subsequently, the individual perceives a need to act (still unconscious but clearly perceived, and not yet precisely targeted), looks for an acceptable explanation and motivation to act, and then acts (generating buying behaviors, voting behaviors, social behaviors) which are mainly based on an internally unclear distinction between conscious reasoning, subconscious reasoning, and unconscious reasoning. The author highlights the shift of conscious reasoning towards a higher level of subconscious and unconscious reasoning, in which consumers and social actors are less aware of their internal drives and are however strongly affected by them. This generates apparently irrational buying behaviors and social behaviors that are however depending on an "internal logic" responding to internal mental maps. The action on internal mental maps and "internal maps generation and strategic modifications" is the ultimate goal of Psychological Marketing, and the prerequisite for obtaining externally relevant actions".

Daniele Trevisani

 

 


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