Second Edition
Isabelle Szmigin and Maria Piacentini
Publication Date - June 2018
ISBN: 9780198786238
528 pages
Paperback
9.7 x 7.4 inches
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
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.
Isabelle Szmigin is Professor of Marketing at University of Birmingham.
Maria Piacentini is Professor of Consumer Research at Lancaster University.
November 2014
"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
Diane Phillips, Maria Piacentini, and Isabelle Szmigin
Fourth Edition
Paul Wetherly and Dorron Otter
Averill Elizabeth Gordon