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Consumer Behaviour, 1st Edition
Ayalla Ruvio, Dawn Iacobucci, Valentyna Melnyk, Pauline Campbell
ISBN: 9781394328079
Consumer Behaviour, 1st Edition offers a concise and focused narrative that simplifies complex consumer behaviour concepts, presenting the subject in a clear and accessible way for marketing students. It highlights practical applications and current issues, like the influence of social media and global trends, using Australian and New Zealand examples and case studies throughout to ensure relevance and help you gain a deeper understanding of key consumer behaviour principles.
Features
- Consumer behaviour coverage: Complex concepts are explained clearly and concisely, with a focus on practical applications and current issues such as social media and global trends.
- Local relevance with ANZ examples: Australian and New Zealand examples are integrated throughout to make the content more relatable and applicable to your local context.
- Ethics & social media focus: Ethical considerations are explored alongside the growing influence of social media on consumer decisions.
- Global & local consumer trends: Gain a well-rounded perspective by examining both international and local consumer behaviour trends.
Dawn Iacobucci
Valentyna Melnyk
Pauline Campbell
Chapter 1. Introduction: Consumers are key to a company’s success
Chapter 2. Consumers’ insights as drivers of marketing strategies
Chapter 3. How (and why) to listen to consumers
Chapter 4. How consumers make decisions
Chapter 5. Post-purchase behaviour
Chapter 6. The irrational consumer: Biases and situational effects on consumers’ decision making
Chapter 7. Consumer motivation and emotions
Chapter 8. Consumers’ perception
Chapter 9. Learning and memory
Chapter 10. Consumer attitude formation and change
Chapter 11. Consumer personality and self-concept
Chapter 12. Consumers’ social and cultural context
Chapter 13. The global consumer
Chapter 14. Social media
Chapter 15. Do-good consumption
Interactive eText: 9781394328062
Print Textbook: 9781394328079