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Full Description
This highly-practical and engaging textbook balances cutting-edge research with insights from today's marketing professionals making it the ideal guide for anyone studying consumer behaviour.
Industry-leading consumer experts offer a glimpse of what it's like to be a marketer, and how integral consumer behaviour theory is to their everyday roles - for example, explaining how WWF is using behavioural science to help humanity's fight against climate change, and how social media algorithms are pushing the creation of increasingly emotive content. In addition, the case studies and consumer insights features have been extensively revised and now cover topics such as consumer engagement during a pandemic, big brand support of the Black Lives Matter movement, and textile waste in the fashion industry.
This third edition reflects the very latest research with a new chapter on sustainable and ethical consumption, and updated coverage of digital consumption and online consumer behaviour. An enhanced Research Insights feature now includes new critical thinking questions to help readers develop their analytical mindset.
The new enhanced e-book offers an even more flexible and engaging way to learn. It features carefully-curated resources that are designed to stimulate, assess, and consolidate learning, including practitioner videos, multiple-choice questions, and a flashcard glossary.
This book is accompanied by the following teaching support resources for adopting lecturers:
PowerPoint presentations
Instructor's manual
Bank of case studies
Learning activities
Examination questions
Contents
Part 1: Introduction to Consumer Behaviour 1: A context for understanding consumer behaviourPart 2: Micro-View of Consumption 2: Decision making 3: Learning 4: Perception 5: Attitudes 6: PersonalityPart 3: Macro-View of Consumption 7: Groups 8: Culture 9: Patterns of buyer behaviourPart 4: Where Do We Go Next? 10: Digital 11: Sustainable 12: Future trends
