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 ethical issues.
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, as well as many more from the UK, Europe and the US.
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 extensively by practitioners.
A superior ready-to-use online package, prepared by the authors, including practitioner videos, class exercises, teaching notes, and PowerPoint slides, provides comprehensive support for lecturers.
Also available as an e-book with functionality, navigation features, and links that offer extra learning support

New to this Edition:

New coverage of sustainability and ethical issues in consumer behaviour is woven throughout, including deceptive packaging, Fairtrade, and ethically-conscious fashion.
Coverage of digital consumption and online consumer behaviour. Areas including consumer social media research, online group buying, big data, and attitudes to online privacy, have been substantially increased.
Extensively refreshed features: new practitioner insights, new research insights, new consumer insights and new case studies including Snapchat and the concept of hygge.
Updated to reflect the latest consumer behaviour research.

Consumer Behaviour

Second Edition

Isabelle Szmigin and Maria Piacentini

Description

In this highly practical and engaging textbook, Szmigin and Piacentini provide the most holistic consideration of consumer behaviour available, demonstrating how seminal theories and cutting-edge research impact on today's marketing professionals.

The latest behavioural, psychological and sociological approaches are presented alongside emerging techniques, such as the analysis of big data, integrating digital experiences, and the continuing importance of conscious consumption. Theory is set firmly in context for students through extended cases and extensive use of international examples, including interactive advertising on Snapchat, social media marketing by Maybelline in China, and culturally-reflective advertising by IKEA and McCain.

This second edition reflects the very latest research in consumer behaviour and contains substantially increased coverage of digital consumption and online consumer behaviour, including social media research, online group buying, and attitudes to online privacy. New coverage of sustainability and ethical issues in consumer behaviour, including deceptive packaging, Fairtrade, and ethically-conscious fashion at H&M, has been woven throughout the text.

Central to the book is the recognition of how businesses and governments use knowledge of these theories and techniques in marketing and business decision-making. Each chapter includes a Practitioner Insight from a professional working in marketing, advertising, government or a charity, including OKO, BBC Global News, and Millward Brown.

Each chapter also includes Consumer Insights, with topics including the concept of hygge in Denmark, repositioning Lucozade in the UK, L'Oreal's use of augmented technology, and branding in emerging markets. These features bring together the themes discussed and encourage students to engage with the material on a practical level.

The authors acknowledge consumer behaviour as a research discipline. To reflect this, the Research Insights, around half of which are brand new for this edition, include links to seminal and contemporary papers and present students with the opportunity to take their learning further.

The accompanying online resources provide superior ready-to-use support for both students and lecturers. These include practitioner videos, class exercises, web exercises, learning activities, suggestions for essay topics and project work, an instructor's manual, links to journal articles, and PowerPoint slides.

Consumer Behaviour

Second Edition

Isabelle Szmigin and Maria Piacentini

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
9:Culture
10:Patterns of buyer behaviour
PART 4: WHERE ARE WE GOING?
11:Future trends in consumer behaviour

Consumer Behaviour

Second Edition

Isabelle Szmigin and Maria Piacentini

Author Information

Isabelle Szmigin, Professor of Marketing, University of Birmingham, and Maria Piacentini, Professor of Consumer Research, 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.

Consumer Behaviour

Second Edition

Isabelle Szmigin and Maria Piacentini

Reviews and Awards

"Clearly written, fun, imaginative and covers essential consumer behaviour theory and practice very well. Great additional materials, excellent academic quality and very practical. I love this book!" - Catherine Canning, Senior Lecturer in the Department of Business Management at Glasgow Caledonian University

"An excellent core text that will be a great companion for UG students at all levels, offering a combination of practitioner and academic examples that will help students understand key topics and prepare for research." - James Blackmore-Wright, Senior Lecturer in Marketing at the University of Northampton

"Full of recent, relevant, meaningful examples which will greatly appeal to 21st century students of the subject. Well-written, accessible, highly readable and full of useful, contemporary learning aids." - Donald McFetridge, Lecturer in Business Studies, University of Ulster

"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