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Full Description
This textbook explores the core concepts and contemporary themes of Consumer Behavior relating to the digital environment.
Illustrated through lively short examples and longer case studies from around the world, the book explores how technology influences consumers' cognitive, affective, and behavioral aspects and how the consumer makes decisions in this context. Highly comprehensive, topics covered include data-driven consumer decision making, consumer value co-creation, consumer knowledge sharing, social media, social factors, customer experience, diversity, and inclusion. Each chapter begins and ends with a case, providing live situations where students can connect with the core concepts, chapter objectives, key learning points, and discussion questions to frame and structure learning.
Offering an in-depth understanding of the dynamic changes in consumer behavior, this text is ideal core reading for advanced undergraduate and postgraduate students studying consumer behavior particularly in the digital environment, customer experience management, digital marketing, and the digital consumer.
Online resources include PowerPoint lecture slides and a test bank.
Contents
1. Understanding the Consumer 2. Determinants of Consumer Behavior: Personal Factors 3. Trends in Determinants of Consumer Behavior 4. The Consumer as a Perceiver and Learner 5. Consumer Motivation: Needs, Emotions, and Psychographics 6. Consumer Attitudes 7. Individual Consumer Decision-Making 8. Consumer Decision-Making: Household 9. Relationship Buying for Consumers 10. Data-Driven Consumer Behavior 11. Privacy Regulations and Addiction in Consumer Behavior
