What factors affect the choices people make in selecting products, services and experiences? How can these factors be used to optimise marketing techniques, and help consumers make the right decisions that bring the most benefits to themselves and to society? Consumer psychology focuses on the role of human cognition in a business situation, at the level of individuals, groups and organisations.

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Professor Janine Dermody is a professor of marketing and consumer psychology at Oxford Brookes Business School. Before this she was previously a senior lecturer in consumer behaviour at Gloucester University. Her work in Consumer Psychology has had a huge impact in many different fields of research, including Business, Management and Psychology. She is best known for research in marketing strategies and consumer behaviour.