Consumer Psychology

Theories of consumer psychology are becoming more complex, with greater attention to variables that preserve context richness, a more humanistic view of the consumer and an extension of the concept of message elaboration. Major areas of research include information processing and judgment, consumer response to advertising and other marketing stimuli and alternative approaches derived from postmodernism. Work on message elaboration has focused on issues such as availability of resources, individual differences and context effects. Issues related to processing output include attitude toward the ad, prediction of behavior, choice processes and satisfaction.