Journals Higher Education

$94.95

Paperback

Published: 05 June 2018

528 Pages

9.7 x 7.4 inches

ISBN: 9780198786238


Also Available As:

Ebook


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Bookseller Code (04)

Online Resource Centre

Consumer Behaviour

Second Edition

Isabelle Szmigin and Maria Piacentini

  • "Consumer Insights" and longer Case Studies make the connection between theory and practice explicit, covering topics including online consumption, digital consumer behaviour, and sustainable fashion
  • Provides students with the latest advances in consumer behaviour technologies and social media use, and the innovative ways that these tools can be used by marketing professionals
  • Consumer behaviour is presented in a global context; international examples include social media marketing by Maybelline in China, public health advertising in Singapore, and IKEA advertising in Russia
  • Covers the latest issues and developments in behavioural, psychological, and sociological thinking, giving students access to methods that are not traditionally covered in texts but are used extensively by practitioners
  • A superior ready-to-use online package, including practitioner videos, class exercises, teaching notes, and PowerPoint slides, provides comprehensive support for lecturers

New to this Edition:

  • New coverage of sustainability and ethical issues in consumer behaviour, including deceptive packaging, Fairtrade, and ethically-conscious fashion at H&M
  • Coverage of digital consumption and online consumer behaviour, including consumer social media research, online group buying, and attitudes to online privacy
  • Extensively refreshed features: new practitioner insights, new research insights, new consumer insights, and new case studies including Snapchat
  • Updated to reflect the latest in consumer behaviour research
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