Consumer Behaviour in Action
Peter Ling, Steven D'Alessandro, and Hume Winzar
15 January 2015
ISBN: 9780195525601
544 pages
Paperback
248x204mm
Description
Consumer Behaviour in Action introduces marketing students to the fundamental concepts of consumer behaviour in a contemporary context. The text provides a distinctly balanced approach as it balances theory with practical applications and research methods for understanding consumers. Practical examples and case studies provide global, regional and local industry examples to encourage a deeper understanding of the material.
- Provides a thorough analysis of consumer behaviour for the future professional.
- Accompanied by an enriched obook version of the text to provide a blended print and digital resource.
- Includes additional examples and videos in the obook.
- A suite of supplementary digital resources have been developed to accompany the text and provide a comprehensive learning package for students and lecturers.
- Provides numerous real world examples of marketing in the Australasian region and practical examples from developed and less developed countries.
- Features perspectives from a range of industry practitioners at various points in their careers.
- Features a diverse range of organisations, goods and services and covers the social (positive and negative) impact of consumer behaviour.
About the Author(s)
Peter Ling, Deputy Dean, RMIT University, Steven D'Alessandro, Professor, School of Management and Marketing, Charles Sturt University, and Hume Winzar, Associate Professor, Business, Macquarie University
Peter Ling is Deputy Dean (Communication) in the School of Media and Communication and Associate Professor in Advertising at RMIT University.
Steven D'Alessandro is Professor in the School of Marketing and Management at Charles Sturt University.
Hume Winzar is Associate Professor in the Department of Marketing and Management at Macquarie University.
Table of Contents
- 1. Introduction: Foundations of and Application of Consumer Behaviour
2. The influence of culture and subculture on consumer behaviour
3. Social class and consumer behaviour
4. Reference groups in consumer behaviour, family and social groups
5. Consumer needs and motivation
6. Consumer personality and self-concept
7. Consumer perception and information processing
8. Learning and consumer involvement
9. Consumer attitudes and changing consumer attitudes
10. Decision making and consumption experiences
11. The diffusion of innovations and social change
12. Conclusion
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