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Cover

Consumer Behaviour

Second Edition

Isabelle Szmigin and Maria Piacentini

Publication Date - June 2018

ISBN: 9780198786238

528 pages
Paperback
9.7 x 7.4 inches

Retail Price to Students: $109.99

Practical, global and rooted in research: this is the most holistic consideration of consumer behaviour available, demonstrating how seminal theories and cutting-edge research impact on marketing practice

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 have an impact on today's marketing professionals.

The latest behavioral, 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 most current research in consumer behavior 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 behavior, 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.

Each chapter also includes "Consumer Insights" features with topics including the concept of hygge in Denmark, repositioning Lucozade in the UK, 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" features, 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, an instructor's manual, links to journal articles, and PowerPoint slides.

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

Features

  • "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

About the Author(s)

Isabelle Szmigin is Professor of Marketing at University of Birmingham.

Maria Piacentini is Professor of Consumer Research at Lancaster University.

Previous Publication Date(s)

November 2014

Reviews

"Clearly written, fun, imaginative, this text covers essential consumer behaviour theory and practice very well. Great additional materials, excellent academic quality, and very practical. I love this book!"--Catherine Canning, 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, 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, University of Ulster

"Simply a must for all undergraduate and taught postgraduate students studying consumer behaviour."--Jonathan Elms, University of Stirling and Journal of Consumer Behaviour

Table of Contents

    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

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