This chapter reviews research on consumer psychology with emphasis on the topics of categorization, inferences, affect, and persuasion. The chapter reviews theory-based empirical research during the period 1994-2004. Research on categorization includes empirical research on brand categories, goals as organizing frameworks and motivational bases for judgments, and self-based processing. Research on inferences includes numerous types of inferences that are cognitively and/or experienced based. Research on affect includes the effects of mood on processing and cognitive and noncognitive bases for attitudes and intentions. Research on persuasion focuses heavily on the moderating role of elaboration and dual-process models, and includes research on attitude strength responses, advertising responses, and negative versus positive evaluative dimensions.

中文翻译：

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消费者心理：分类，推理，影响和说服力。

本章回顾了有关消费者心理学的研究，重点是分类，推断，影响和说服力。本章回顾了1994-2004年间基于理论的实证研究。分类研究包括对品牌类别的实证研究，作为组织框架的目标和判断的动机基础以及基于自我的处理。对推理的研究包括多种类型的基于认知和/或经验的推理。对情感的研究包括情绪对加工的影响以及态度和意图的认知和非认知基础。说服力研究主要集中于细化和双重过程模型的调节作用，包括对态度强度反应，广告反应以及负面评价与正面评价维度的研究。