Social Psychology and Marketing

This special issue on “Social Psychology and Marketing” investigates how social psychology can augment marketing research. Social psychology explores how individuals’ behaviors and decisions are shaped by societal influences, employing rigorous empirical methods. This field can significantly contribute to marketing research, as consumer behavior is intrinsically influenced by social contexts. The issue addresses several core topics within social psychology, including social identity, implicit attitudes, daily emotional experiences, prosocial behavior, and subjective well-being—all of which have meaningful applications in marketing. Additionally, advanced methodological approaches are introduced, such as experience sampling and gaming simulations, which provide valuable insights into consumer behavior in marketing contexts. Emphasizing the critical role of replicability in experimental research, the issue also highlights how repeated testing of theories and hypotheses enhances scientific robustness. Overall, the articles in this issue explore both foundational and emerging themes, underscoring the symbiotic relationship between social psychology and marketing, and aiming to inform future research and practice across both disciplines.