Consumer Behaviour

Presenting a brand new approach to teaching consumer behaviour, Szmigin and Piacentini move beyond traditional psychological learning to acknowledge more holistic perspectives of consumer behaviour and incorporate new areas of research, such as Consumer Culture Theory, which are enhancing our understanding of this fascinating subject.The latest behavioural, psychological and sociological approaches are presented alongside emerging techniques, such as neuromarketing, with their application to marketing explicitly drawn out.Theory is firmly set in context for students through extensive use of international examples and extended cases on topics such as repertoire shopping in China, lifestyles of Indian consumers, and learning about brands through Havaianas in Brazil.Each chapter includes Consumer Insights covering topics such as social media marketing in the Netherlands, repositioning Lucozade in the UK, and finding the right celebrity endorser. These features bring together the themes discussed and encourage students to engage with the material on a more practical level.Central to the book is the recognition of how businesses and government are likely to use knowledge of these theories and techniques in marketing strategies and business decision making. Each chapter includes a Practitioner Insight from a professional working in marketing, advertising, government or a charity, including Dubit, Thinkbox and Age UK to provide real world views on the topics being discussed and the possible future direction of these areas.The authors acknowledge consumer behaviour as a research discipline. To reflect this, Research Insights features throughout each chapter include links to seminal papers to present students with the opportunity to take their learning further.Covers the latest issues and developments in behavioural, psychological and sociological thinking, giving students access to methods not traditionally covered in text but which are used extensively by practitioners, for example, developing brand distinctiveness from a Consumer Culture Theory perspective.Presents students with broad and balanced perspectives on consumer behaviour through the Research Insights, Consumer Insights and Practitioner Insights features. The practitioners interviewed work in business, advertising and government and provide real world views on consumer behaviour in practice, including, neuroimaging at BRANDSense, experiential marketing of Renault in Mexico, and using brand personalities at Millward Brown.Widely used short and longer cases covering topics including consumption issues with social media through Pinterest and tribal marketing through Oreo's 100th year anniversary campaign.International examples are used throughout to illustrate key issues featured in the textA superior ready-to-use online package includes lecturer-based in-class exercises, suggestions for essay topics and project work, teaching notes on the textbook case studies and practitioner insights as well as PowerPoint slides provides comprehensive support for lecturers.

Table of Contents:
Part 1: Historical and current perspectives on consumption1. A historical context for understanding consumption2. Contemporary perspectives on consumer behaviourPart 2: Micro-view3. Decision-making and involvement4. Learning and memory5. Perceptual processes6. Attitude theory and behaviour change7. Personality, self, and motivationPart 3: Macro-view8. Groups, social processes, and communications9. Culture10. Patterns of buyer behaviourPart 4: Where are we going?11. Future trends in consumer behaviour

About the 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.

Review :
"This is excellent text that benefits from contemporary research insights, and a wide set of international examples. It is 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