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Psychology of Marketing

 

Trevisani, Daniele (2013). Psicologia di marketing e comunicazione. Pulsioni d'acquisto, leve persuasive, nuove strategie di comunicazione e management. Franco Angeli, Milano, 8th edition

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Title Translation: Psychology of Marketing & Communication. Buyer's Impulses, Persuasion Tools, New Strategies for Communication and Management. Franco Angeli Publisher, Milan, 2013. 8th Edition (Rights are available for languages and international editions other than Italian)

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Book Abstract

The book highlights and explores a new approach to the analysis of consumer and social behavior, merging disciplines and holistic approaches from semiotics to linguistics, neuroscience and social psychology.

Theoretical approach:

"The Tension-Impulses-Motivation-Action (T.I.M.A.) Model. The basic drive is the generation of a psychological Tension, a state of dissonance that the individual perceives as a need to be resolved. Subsequently, the individual perceives a need to act (still unconscious but clearly perceived, and not yet precisely targeted), looks for an acceptable explanation and motivation to act, and then acts (generating buying behaviors, voting behaviors, social behaviors) which are mainly based on an internally unclear distinction between conscious reasoning, subconscious reasoning, and unconscious reasoning. The author highlights the shift of conscious reasoning towards a higher level of subconscious and unconscious reasoning, in which consumers and social actors are less aware of their internal drives and are however strongly affected by them. This generates apparently irrational buying behaviors and social behaviors that are however depending on an "internal logic" responding to internal mental maps. The action on internal mental maps and "internal maps generation and strategic modifications" is the ultimate goal of Psychological Marketing, and the prerequisite for obtaining externally relevant actions".

Daniele Trevisani

 

 


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Dr. Daniele Trevisani International Trainer, International Coach, International Speaker, Sports Coaching, Life Coaching, Business Coaching. Mail Address

International Trainer, International Coach, International Speaker Dr. Daniele Trevisani, Sports Coaching, Life Coaching, Business CoachingMarketing Research & ConsultingConsultants in Marketing and CommunicationCommunication and Marketing Training, Human Resources TrainingHuman Potential, Resources Development, Counseling Specialist in Europe

Dr. Daniele Trevisani - Master of Arts in Mass Communication, University of Florida (USA) - Fulbright Scholar, Intercultural Communication, American University of Washington, DC (USA) - Certified Advanced Coach by STEP™ - Certified Counselor by STEP™ - Certified Coaching Supervisor by STEP™ - Certified Counseling Supervisor by STEP™ - Master Trainer HPM™ Human Potential Method - Master Trainer ALM™ Business Coaching Method - Master Trainer HPM™ Intercultural Communication Method

Areas of Intervention

Europe Austria Belgium Denmark Finland France Germany Greece Italy Ireland Luxembourg Norway Portugal Spain Sweden Switzerland United Kingdom Yugoslavia East-Europe Bulgaria Croatia Czech Republic Hungary Poland Romania Russia Slovakia Slovenia- Further: India, China, Far East. Arab Countries, Mediterranean Region and Balkan Region, Canada, United States, Far East, Middle East, Japan, China, Korea

 

I Master Metodo HPM (Sviluppo manageriale del potenziale personale) e Metodo ALM (Master privato in Marketing Management) condotti direttamente dal Dott. Daniele Trevisani

Proud member of the CWF - Coaching World Federation