Consumer Behaviour (2nd Revised edition)

Consumer Behaviour (2nd Revised edition)

By: Isabelle Szmigin (author), Maria Piacentini (author)Paperback

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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.

About Author

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.

Product Details

  • ISBN13: 9780198786238
  • Format: Paperback
  • Number Of Pages: 528
  • ID: 9780198786238
  • weight: 1016
  • ISBN10: 0198786239
  • edition: 2nd Revised edition

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