Consumer Psychology

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Focusing on the entire human lifespan, this book explores consumer psychology from childhood to old age, emphasizing how consumption is a continuous process shaped by individual and group dynamics. It examines the development of preferences from a young age and how motivations for purchasing evolve over time. Key topics include children's comprehension of advertising, youth identities, and the implications of Erikson's life stages on consumption behaviors. This interdisciplinary work appeals to scholars in psychology, business, and marketing, as well as general consumers.