Marketing and Psychology: Understanding Customer Behaviour with the ABC Approach By Tom Bowden-Green, Luan Wise
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Marketing and Psychology: Understanding Customer Behaviour with the ABC Approach By Tom Bowden-Green, Luan Wise

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275
File size
1.71 MB
Format
Digital PDF
Category
eBook[PDF]
About this ebook
The book Marketing and Psychology: Understanding Customer Behaviour with the ABC Approach by Dr. Tom Bowden-Green and Luan Wise organizes hundreds of psychological theories into a framework mirroring a real marketing strategy. [1, 2]
The ABC Framework
The core topics are divided into three sequential steps: [1, 2]
  • A - Audience: Understanding who you are talking to, what drives them, and how they behave.
  • B - Brand Perception: Communicating your presence through messaging, tone, and visual design.
  • C - Choice Evaluation: Helping customers make decisions, remember your brand, and take action. [1]
Featured Psychological Theories
The authors highlight several specific psychological theories applied directly to marketing practice, including: [1, 2]
  • Dual Process Theory: How fast, intuitive thinking interacts with slow, deliberate thinking.
  • Motivation & Social Proof: What drives actions and how peer behavior influences individual decisions.
  • Impression Management: How consumers shape how they are perceived by others.
  • The Von Restorff Effect: Why items that stand out like a sore thumb are more easily remembered.
  • The Halo Effect & Similarity: How one positive trait influences overall brand perception and why people lean toward what is familiar.
  • The Labour Illusion: Why customers value products more when they can see the effort put into them.
  • Authenticity Bias: The natural human preference for genuine brand experiences. [1]

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Topics

Audience: Understanding who you are talking to what drives them and how they behave. Authenticity Bias: The natural human preference for genuine brand experiences Brand Perception: Communicating your presence through messaging tone and visual design. Choice Evaluation: Helping customers make decisions remember your brand and take action Dual Process Theory: How fast intuitive thinking interacts with slow deliberate thinking Impression Management: How consumers shape how they are perceived by others Motivation & Social Proof: What drives actions and how peer behavior influences individual decisions The ABC Framework The Halo Effect & Similarity: positive trait influences overall brand perception The Labour Illusion: Why customers value products more when they can see the effort put into them The Von Restorff Effect: Why items that stand out like a sore thumb are more easily remembered
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