This textbook explores the core concepts and contemporary themes of consumer behavior relating to the digital environment.
Illustrated through lively short examples and longer case studies from around the world, the book explores how technology influences consumers’ cognitive, affective, and behavioral aspects and how the consumer makes decisions in this context. Highly comprehensive, topics covered include data-driven consumer decision-making, consumer value co-creation, consumer knowledge sharing, social media, social factors, customer experience, diversity, and inclusion. Each chapter begins and ends with a case, providing live situations where students can connect with the core concepts, chapter objectives, key learning points, and discussion questions to frame and structure learning.
Offering an in-depth understanding of the dynamic changes in consumer behavior, this text is ideal core reading for advanced undergraduate and postgraduate students studying consumer behavior, particularly in the digital environment, customer experience management, digital marketing, and the digital consumer.
Online resources include PowerPoint lecture slides and a test bank.
Table of Contents:
1. Understanding the Consumer 2. Determinants of Consumer Behavior: Personal Factors 3. Trends in Determinants of Consumer Behavior 4. The Consumer as a Perceiver and Learner 5. Consumer Motivation: Needs, Emotions, and Psychographics 6. Consumer Attitudes 7. Individual Consumer Decision-Making 8. Consumer Decision-Making: Household 9. Relationship Buying for Consumers 10. Data-Driven Consumer Behavior 11. Privacy Regulations and Addiction in Consumer Behavior
About the Author :
Prof. Jagdish Sheth is a renowned scholar and a global thought leader. He has been awarded the Padma Bhushan Award. The award is India's highest civilian award for non-residential Indians (NRI), literature, and education. He has published more than 300 research papers and 30 books across various disciplines and is the Charles H. Kellstadt Professor of Business at the Emory University Goizueta Business School.
Prof. Varsha Jain is professor of marketing at ESSCA School of Management, France. She is the deputy editor with the Journal of Consumer Behaviour. She is associate editor for two journal "A'" journals: Psychology and Marketing and the Journal of Consumer Marketing. She has received multiple awards and has authored over 180+ publications, including multiple papers in A* and A journals, and books worldwide.
Review :
"Jain and Sheth combine consumer behavior concepts and digital affordances to show how consumers and marketers can thrive or falter in a digital environment brought alive with vivid global cases."
Russel W. Belk, Professor of Marketing and Kraft Foods Canada Chair in Marketing, Schulich School of Business, York University, Canada
"A rare and timely synthesis of psychological depth and strategic insight. By unpacking the distinct roles of user, buyer and payer, this book deepens our understanding of consumer motivation, perception and decision-making in the digital environment, and offers a practical framework for turning those insights into competitive advantage."
Angela Y. Lee, Mechthild Esser Nemmers Professor of Marketing, Kellogg School of Management, Northwestern University, USA
"Digital Consumer Behavior provides a comprehensive framework for understanding the digital consumer. Authors Sheth and Jain have updated the classic user-buyer-payer paradigm, enriching the analysis through the use of carefully selected current business cases. The result is a rigorous and engaging treatment of the rapidly evolving digital consumer."
Richard J. Lutz, Peter S. Sealey PhD Professor of Marketing, Warrington College of Business, University of Florida, USA
