图书简介
Informal yet academically rigorous in style, this fun textbook focuses on examples of international consumer behaviour in action, and provides open access online resources to encourage student engagement and understanding. The book strikes a balance between sociological and psychological aspects of consumer behavior and features coverage of social media, digital consumption and up to date marketing practice. New to this edition: Fully updated cases and global examples of consumer behaviour in industries including fashion, travel and technology A new feature exploring the experiential role of brands in consumers’ lives today titled ‘Brand Experiences’ A brand new chapter on sustainable consumption for this era of climate change and sustainability challenges Online resources complement the book, featuring a range of tools and resources for lecturers and students, including PowerPoint slides, an Instructor manual as well as selected videos to make the examples in each chapter come to life. Suitable reading for undergraduate marketing students studying consumer behavior, international consumer behaviour and buyer behavior.
Part One: Consumer Behaviour in Context \\ Chapter 1: Understanding Consumer Behaviour \\ Chapter 2: Decisions, Behaviours and Interactions \\ Chapter 3: Innovation and Digital Technologies \\ Chapter 4: Consumption in B2C vs. B2B \\ Chapter 5: Consumer Journeys Through the Gardens of Technology \\ Part Two: Consumers as Individuals (The Psychological Issues) \\ Chapter 6: Drive, Motivation and Hedonism \\ Chapter 7: The Self and Personality \\ Chapter 8: Perception \\ Chapter 9: Learning and Knowledge \\ Chapter 10: Attitude Formation and Change \\ Part Three: Consumers as Social Actors (The Sociological Issues) \\ Chapter 11: Reference Groups \\ Chapter 12: Age, Gender and Familial Roles \\ Chapter 13: Culture and Social Mobility \\ Chapter 14: Ethical Consumption \\ Chapter 15: Sustainable Consumption
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