Abstract

Was it a mistake to think that lowering prices would increase sales?!"
This book delves into the psychology of shopping as a daily decision-making process, shedding light on it through numerous studies and examples.

Every day, you make choices through shopping.
Will your purchases bring happiness or regret?

Why do some high-priced products sell like crazy, while discounted items fail to sell?
What’s the secret behind long-selling products’ packaging that makes us grab them without thinking?
What strategies help brands become "favorites" that consumers continue to follow?
What are the real effects of "No.1" claims in advertisements, celebrity endorsements, and product placements?
These mysteries can all be explained by consumer psychology.
By introducing the latest research findings from Japan and abroad, along with concrete examples from famous companies and hit products, this book offers an enjoyable, evidence-based exploration of the topic.

You can even measure your "shopping tendencies" through a psychological scale by answering simple questions.
Consumer psychology, alongside behavioral economics, is an essential knowledge base for modern life.
Packed with insights, it’s beneficial not only for those who want to make wise purchasing decisions but also for businesspeople involved in marketing and sales promotion.

[Contents]
Chapter 1: How to Make Products Look More Delicious — The Psychology of Product Perception
Chapter 2: Why Discounts Often Lead to Fewer Sales — The Psychology of Pricing
Chapter 3: Starbucks and the 24-Year-Old Early Adopter Who Uses a Mac — The Psychology of Branding
Chapter 4: Are Comparative Ads Really Effective? — The Psychology of Advertising
Chapter 5: Do People Who Seek the Best Things Feel Happier? — The Psychology of Individual Differences in Consumer Behavior

Author’s Information

Professor in the Department of Psychology, Faculty of Letters at Hosei University. Completed graduate studies in Psychology at the Graduate School of Humanities, Gakushuin University. Currently in position after serving as a researcher at the National Research Institute of Police Science. Licensed Clinical Psychologist. Specializes in the application of psychology to criminal investigations, including profiling and deception detection. Current research focuses primarily on dating violence, the relationship between dating harassment and romantic behavior, and risk assessment of stalking behavior. Also appears in various media including television and film, providing supervision and expert commentary on popular dramas from the perspectives of criminal and social psychology.