Consumer Psychology and Marketing in the Age of AI

Human Behaviour in Contemporary Markets

Consumer Psychology and Marketing in the Age of AI integrates foundational theories of consumer psychology—spanning cognition, behaviour, and affect—with research on digital interaction and data-driven systems to offer a contemporary, behaviourally grounded account of consumer behaviour across traditional, digital, and AI-mediated contexts.

As consumption unfolds within environments characterised by high information density, continuous connectivity, and algorithmic curation, the conditions under which individuals form preferences, make choices, and engage with brands are reconfigured under conditions of limited awareness and cognitive constraint.

The book develops a comprehensive account of consumer behaviour, explaining how experience is constructed, how responses evolve, and how decisions emerge within structured environments. Perceptual, cognitive, and affective processes jointly shape engagement, while learning, motivation, attitudes, and persuasion account for both the stability and transformation of consumer responses. Emotions, sensory stimulation, and engagement processes are central to consumer experience, as decision-making unfolds within environments structured by heuristics and choice architectures.

Grounded in a consumer-centred perspective, the book provides tools to anticipate emerging consumption trends and inform design and marketing strategies, while supporting consumer protection and well-being. Designed for academic and professional audiences, the volume will appeal to marketing and design professionals, as well as undergraduate and postgraduate students in applied psychology, marketing, and related disciplines.