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Published: 18 July 2019

416 Pages

ISBN: 9780190412425

Bookseller Code (AG)

This text is published by OUP Higher Education Division

Consumer Behaviour

South African Psychology and Marketing Applications

Second Edition

Edited by Alet Erasmus, Mercy Mpinganjira, Elrie Botha, Gift Donga, Danie du Toit, Lené Ehlers, Tania Maree, Virimai Mugobo, and Richard Shambare

  • Opening vignettes contextualise the chapter and offer students a familiar framework for the content
  • Marketing and Psychology applications are differentiated to show how theory is applied, either from either of these perspectives
  • Example boxes illustrate how theory is applied in real-world contexts and show students the relevance and importance of consumer behaviour studies
  • End-of-chapter case studies and questions provide students with the opportunities to reflect on the chapter content and apply their new-found knowledge to practical examples
  • Self-assessment questions for each chapter provide students with the opportunity to test their understanding before progressing to the next chapter
  • A comprehensive glossary of key terms is a quick reference tool when studying

New to this Edition:

  • New chapter on experiential retail
  • New examples and case studies
  • New content on ethics, consumer protection, the digital environment and the online customer

Also of Interest

Related Categories

Social Sciences > Business & Management