Consumer Behaviour
2nd Edition
Published on 29. March 2018
Book
Paperback/Softback
528 pages
978-0-19-878623-8 (ISBN)
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.
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.
Reviews / Votes
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 *More details
Edition
2nd Revised edition
Language
English
Place of publication
Oxford
United Kingdom
Target group
Professional and scholarly
College/higher education
Edition type
Revised edition
Dimensions
Height: 247 mm
Width: 191 mm
Thickness: 22 mm
Weight
855 gr
ISBN-13
978-0-19-878623-8 (9780198786238)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
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.
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.
Content
PART 1: HISTORICAL AND CURRENT PERSPECTIVES ON CONSUMPTION 1: A historical context for understanding consumption 2: Contemporary perspectives on consumer behaviourPART 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 motivationPART 3: MACRO-VIEW OF CONSUMPTION 8: Groups, social processes, and communications 9: Culture 10: Patterns of buyer behaviourPART 4: WHERE ARE WE GOING? 11: Future trends in consumer behaviour