Consumer Behaviour in Action

About the Book

Consumer Behaviour in Action introduces students to the fundamental concepts of consumer behaviour in a contemporary context. The text provides a balanced approach as it illustrates theory with practical applications and research methods for understanding consumers. Practical examples and case studies provide global, regional and local industry examples. Extended case studies covering topics such as Nike, Cricket Australia, Target, and McDonald's in overseas markets, draw together each part of the book to connect the themes discussed and encourage students to develop a deeper understanding of the material. Research and insights from fields such as psychology, sociology and complex systems are included. The accompanying enriched obook (available free with the paperback) and supplementary digital resources provides superior, ready-to-use support for both students and lecturers.Key FeaturesProvides a thorough analysis of consumer behaviour for the future professional.Provides numerous real world examples of marketing in the Australasian region and practical examples from developed and less developed countries.Features perspectives from a range of industry practitioners at various points in their careers.Features a diverse range of organisations, goods and services and covers the social (positive and negative) impact of consumer behaviour.Includes additional examples and videos in the obook.

Table of Contents:
Part 1: Introduction 1. Introduction to Consumer Behaviour Peter Ling Your consumer world What is consumer behaviour? Sectors targeting consumers Researching consumers How consumers decide Role theory Consumer dimensions Impact on consumers Consumer behaviour framework Part 2: Consumers as Social Beings 2. Culture and Consumer Behaviour Peter Ling Techno-culture and picture taking What is culture? Why culture changes Marketing and subculture Cultural differences Ethnographic research and culture 3. Social Class and Consumer Behaviour Peter Ling Social class in Singapore Social class Social class categories Social class variables Social class measurement Status symbols Marketing social class 4. Reference Groups and Consumer Behaviour Peter Ling Dissociating with online bullies Reference groups Influences of reference groups Types of reference groups Associative reference groups Aspirational reference groups Dissociative reference groups Part 3: Consumers as Individuals 5. Needs, Motivations and Consumer Behaviour Peter Ling Preoccupation with physical needs Basic human needs Needs and wants Theories on needs and motivations Synthesis of theories Needs and advertising appeals Motivational research 6. Consumer Personality and Self-Concept Steven D’Alessandro Gambling: a harmless pastime or a consumer behaviour disease? What is personality? Theories of personality Personality and consumer behaviour 7. Consumer Perception Steven D’Alessandro Where does our food come from and how do we know it’s good for us? What is perception? Acquisition Perceptual encoding Perceptual integration and understanding Marketing applications of perception 8. Learning and Consumer Involvement Steven D’Alessandro Are consumer loyalty schemes effective? What is learning? The elements of consumer learning Behavioural learning theories Marketing applications of behavioural learning theories Involvement theory Marketing applications of involvement Central and peripheral routes to persuasion 9. Consumer Attitudes and Attitude Change Hume Winzar NSW RTA ‘Pinkie’ campaign on dangerous driving Defining attitude Structure of attitudes Values and self-perception Emotion Measuring attitudes 10. Decision Making and Consumption Experiences 437 Hume Winzar Choosing and enrolling at university Classical models of human decision making Alternatives to the classical model of consumer decision making Measuring factors in consumer decision making  Industry insights Part 4: Consumer Decisions and Experiences 11. Social Change and the Diffusion of Innovations Hume Winzar The rise and fall of mobile phone operating systems Defining the diffusion of innovations Issues affecting the adoption process Other issues affecting diffusion Networks Strong ties and weak ties Multistage diffusion Modelling and forecasting 12. Conclusion Peter Ling Tram travelling in Melbourne Themes on cultural effects Themes on interpersonal effects Themes on personal effects Themes from examples and cases Ideas from practitioners Concluding thoughts

About the Author :
Peter Ling is Deputy Dean (Communication) in the School of Media and Communication and Associate Professor in Advertising at RMIT University. Steven D'Alessandro is Professor in the School of Marketing and Management at Charles Sturt University. Hume Winzar is Associate Professor in the Department of Marketing and Management at Macquarie University.