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Full Description
With this textbook, students will learn the concepts, theories and processes of consumer behaviour and how to apply them in a digitalized and competitive business landscape.
Consumer Behaviour combines theoretical underpinnings with real-world practice to provide comprehensive, up-to-date coverage of the subject. It explores how consumer behaviour has evolved with the impact of technology, personalization and sustainability on perception and decision-making. This textbook is ideal for postgraduate students taking modules on Consumer Behaviour as part of their Marketing degrees.
Features include:
- Chapters on the psychological and social dynamics of consumer behaviour and the scientific foundations of learning and memory in brand engagement.
- Examination of the role of AR/VR and the metaverse in retail experiences, live streaming and voice commerce as well as quantum computing and the importance of good UX design.
- Ethical considerations of the digital consumer landscape, including privacy and data concerns.
- Learning outcomes, key terms, a glossary and exercise questions international examples throughout, to help develop critical thinking.
Contents
Chapter - 01: Understanding consumer behaviour in the digital age;
Chapter - 02: The new era of consumer needs and motivations;
Chapter - 03: Psychological and social dynamics in consumer behaviour;
Chapter - 04: The science of digital learning and memory;
Chapter - 05: Building brand loyalty in the digital age;
Chapter - 06: The consumer decision making process;
Chapter - 07: Advancing consumer experiences in the digital world;
Chapter - 08: The power of online communities and social influence;
Chapter - 09: Ethical considerations in the consumer landscape;
Chapter - 10: The future of consumer behaviour in the digital era
