A new approach to teaching consumer behaviour, incorporating the latest issues in behavioural, psychological and sociological learning alongside new areas of research. Practitioner commentaries including Renault and Thinkbox, and extended case studies featuring Pinterest and Havaianas, place this fascinating subject firmly in a real world context.
- Covers the latest issues and developments in behavioural, psychological and sociological thinking, giving students access to methods not traditionally covered in texts but which are used by practitioners,
for example, developing brand distinctiveness from a Consumer Culture Theory perspective and using consumer panel data to understand actual purchasing behaviour.
- Presents students with broad and balanced perspectives on consumer behaviour through the Research Insights, Consumer Insights and Practitioner Insights features. The practitioners interviewed work in business, advertising, charities and government and provide real world views on consumer behaviour in practice, including, neuroimaging at BRANDSense, experiential marketing of Renault in Mexico,perception at Dettol and using brand personalities at Millward Brown.
- Easy to use short and long cases covering topics including consumption issues with social media through Pinterest and tribal marketing through Oreo's 100th year anniversary campaign. These examples clearly demonstrate the application of theory to marketing practice in the modern-day. All cases are supported with clear lecturer teaching notes.
- International examples are used throughout to illustrate key issues featured in the text, including Tesco Homeplus virtual stores in South Korea, Philips grooming products in Taiwan, and Sri-Lanka's mod-tradi consumer as well as many more cases from the UK, Europe, the US and Australia.
- A superior ready-to-use online package includes lecturer-based seminar exercises, web-exercises, multiple choice test questions, teaching notes on the textbook case studies and practitioner insights, as well as PowerPoint slides (incorporating the practitioner insights) provides comprehensive support for lecturers.
About the Author(s)
Isabelle Szmigin, Professor of Marketing, University of Birmingham, and Maria Piacentini, Professor, Lancaster University Management School, Lancaster University
Isabelle Szmigin is Professor of Marketing at the University of Birmingham. She has taught Consumer Behaviour at undergraduate and postgraduate level at universities in Britain and Asia, and has published her work in leading journals such as European Journal of Marketing, Psychology and Marketing, Sociology and Consumption, Markets and Culture. Isabelle has an extensive media profile and regularly makes appearances on
programmes such as BBC's Newsnight, Breakfast and Radio 4.
Maria Piacentini is Professor of Consumer Research at Lancaster University, UK. She has taught Consumer Behaviour at undergraduate and postgraduate level at universities in Britain and in Europe, and has published her work in leading journals such as the Journal of Business Research, Journal of Marketing Management, Advances in Consumer Research, Sociology of Health and Illness, and the Journal of Consumer Behaviour.
Table of Contents
Part 1: Historical and current perspectives on consumption
1: A historical context for understanding consumption
2: Contemporary perspectives on consumer behaviour
Part 2: Micro-view of consumption
3: Decision-making and involvement
4: Learning and memory
5: Perceptual processes
6: Attitude theory and behaviour change
7: Personality, self, and motivation
Part 3 Macro-view of consumption
8: Groups, social processes, and communications
10: Patterns of buyer behaviour
Part 4 Where are we going?
11: Future trends in consumer behaviour
This is one of the best new textbooks on Consumer Behaviour I have come across for a very long time. It is full of recent, relevant, meaningful examples which will greatly appeal to 21st century students of the subject. It is well-written, accessible, highly readable and full of useful, contemporary learning aids. - Donald McFetridge, Lecturer in Business Studies, University of Ulster
Szmigin and Piacentini have compiled a concise, comprehensive, and up-to-date overview of
the growing field of consumption. Its format of accessible research insights and short cases is sure to benefit faculty and students alike in better understanding this major arena of social life. - Lisa Penaloza, Professor of Marketing, KEDGE Business School, France
This is excellent text that benefits from contemporary research insights, and a wide set of international examples. It is simply a must for all undergraduate and taught postgraduate students studying consumer behaviour. - Jonathan Elms, Senior Lecturer in Marketing and Retail at the University of Stirling and Associate Editor of the Journal of Consumer Behaviour
This book has several merits, yet two are especially noteworthy: first, it contextualizes the role of consumption historically, and thus offers a dynamic and integrated perspective on consumer research; second, it combines the two most important perspectives in consumer research (cognitive psychology and consumer culture theory), which enrich each other. - Luca M. Visconti, Associate Professor of Marketing, ESCP Europe
The accompanying Online Resource Centre provides superior ready-to-use support for both students and lecturers:
Author blog, responding to changes within the subject and supporting the currency of the textbook;
Web links illustrating consumer behaviour in practice including examples from print, video and web;
Multiple choice questions with instant feedback;
Links to seminal articles as highlighted in the Research Insights feature;
Web exercises to encourage students to test
their knowledge and apply their learning;
Flashcard glossary to test understanding of key terms.
Comprehensive customizable PowerPoint slides;
Learning activities (including, more detailed workshop-based activities, shorter lecture-based in-class exercises and suggestions for assessment approaches)
An instructor's manual (containing guidance on how to use the case studies and Practitioner Insights in class, indicative answers, and some additional questions).