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592 Pages

ISBN: 9780190857165


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Ebook


Bookseller Code (04)

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Consumer Behavior and Insights

First Edition

Diane Phillips, Maria Piacentini, and Isabelle Szmigin

  • It includes coverage of topics including the history of consumer behavior, CCT and behavioral economics not found in other texts.
  • Unlike many other CB textbooks, this text brings real-examples from other countries which will appeal particularly to international students.
  • It does a better job highlighting important research than does other texts. Not only does this book provide more research references but the feature "Research Insights" looks more closely at key current research in the field.
  • Each chapter includes a Practitioner Insight from a professional working in marketing, advertising, government or a charity to provide real world views on the topics being discussed and the possible future direction of these areas.
  • Each chapter includes Consumer Insights covering topics such as social media marketing, repositioning, and finding the right celebrity endorser. These features bring together the themes discussed and encourage students to engage with the material on a more practical level.

New to this Edition:

  • The addition of a chapter on social responsibility and ethics that also covers consumer activism and environmental awareness
  • Replacement of UK examples with a variety of American examples but maintain some of the better known international examples
  • Use American practitioners for all "Practitioner Insight" boxes
  • New coverage of these topics: affect, emotion, family decision-making process, irrational consumer behavior, choice architecture, nudging and defaults, celebrity endorsers, social media and eloyalty
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Social Sciences > Business & Management