PFM_final_cover.jpgSusan Fournier, Professor of Marketing, Boston University

The field of marketing has always drawn inspiration and character from psychology: from marketing’s inception in the science of persuasion; through the cognitive revolution that sought to unravel the complexities of decision-making, memory, and choice; to a non-conscious paradigm exposed through the hard science of neuropsychology; and into the intricate psycho-social terrain of contemporary lives enacted online. This book provides a solid foundation in the concepts, principles, and processes that determine the whys and hows of consumer behavior at its core. With Malcolm Gladwell-style reporting, Kimmel grounds us in classic and state-of-the-art psychological research that can inform and advance marketing academics and practice. If you understand that marketing success rests on a deep understanding of the customer, read this book.


Michael R. Solomon, Professor Marketing, Saint Joseph's University

If indeed we are what we buy, the field of consumer psychology plays an integral role in explaining who we are.  Allan Kimmel offers both scholars and laymen a highly readable overview of the psychological underpinnings of marketing theory and practice.  His synopsis looks backward to the fundamentals of consumer psychology, and forward to emerging areas such as neuromarketing and virtual identity.  It's a great 'one-stop shoppint' solution for readers who want to appreciate the fascinating synergies between psychology and consumption.

Mark Batey, President, Batey Consulting, Oxford UK and author of Brand Meaning

Allan Kimmel demonstrates why and how psychology and marketing are inseparable.  Amply illustrated with useful examples, this comprehensive book probes all the major themes and facets of the consumer mindset.


Now Available:



Are we influenced by ads even when we fast-forward them?

Do brands extend our personalities?

Why do we spend more when we pay with a credit card?

Psychological Foundations of Marketing considers the impact of psychology on marketing practice and research, and highlights the applied aspects of psychological research in the marketplace. This book presents an introduction to both areas, and provides a survey of the various contributions that psychology has made to the field of marketing.

Each chapter considers a key topic within psychology, outlines the main theories, and presents various practical applications of the research.

Topics covered include:

  • Motivation: The human needs at the root of many consumer behaviors and marketing decisions.
  • Perception: The nature of perceptual selection, attention and organization and how these perceptual processes relate to the evolving marketing landscape.
  • Decision making: How and under what circumstances it is possible to predict consumer choices, attitudes and persuasion?
  • Personality and lifestyle: How insight into consumer personality can be used to formulate marketing plans.
  • Social behavior: The powerful role of social influence on consumption.


Allan Kimmel, Professor of Marketing, ESCP Europe, Paris, France (email:
Author of the following additional books:
Connecting With Consumers: Marketing for New Marketplace Realities (Oxford)
Marketing Communication: New Approaches, Technologies, and Styles (Oxford)
Rumors and Rumor Control: A Manager's Guide to Understanding and Combatting Rumors (LEA/Routledge)
Ethical Issues in Behavioral Research: Basic and Applied Perspectives (Blackwell/Wiley)
Ethical Issues in Applied Social Research (Sage)
Ethics of Human Subject Research (Jossey-Bass)