Consumer Behaviour: Applications in Marketing

About the Book

Electronic Inspection Copy available to instructors here

What′s the best day to advertise groceries? Does a lookalike damage the brand it mimics? Do your long-term customers recommend you more than others? How damaging is negative word of mouth? Should retailers use 9-ending prices? These are some of the fascinating questions you will explore in this text.

The text is written by respected marketing academics across the globe with a strong focus on the use of research to help higher-level students develop analytical and evidence-based thinking in marketing. It extends beyond a psychological approach to provide an empirical understanding of the subject for success in industry roles or further research in the field, and takes into consideration not just the individual but the market environment.

New to this second edition:

- Fully updated with contemporary, global examples and case studies to encourage an international readership

- Further coverage of cross-cultural comparison, including a new chapter on Consumer Differences which also incorporates age and gender differences

- Study features such as exercises, questions/answers, and a fully updated companion website with lecturer and student resources - www.sagepub.co.uk/east2e 

This textbook is essential reading for postgraduate students (MA, MSc, MBA) taking courses in consumer behaviour and undergraduate students specialising in consumer behaviour.

Visit the Companion Website at www.sagepub.co.uk/east2e  

Table of Contents:
PART 1 INTRODUCTION Chapter 1: Ideas and Explanations in Consumer Research PART 2 CONSUMPTION PATTERNS Chapter 2: Customer Loyalty Chapter 3: Brand Knowledge, Brand Equity and Brand Extension Chapter 4: Stationary Markets Chapter 5: Market Dynamics Chapter 6: Consumer Group Differences PART 3 EXPLAINING DECISION-MAKING Chapter 7: Predicting and Explaining Behaviour Chapter 8: Information Processing and Decision-Making Chapter 9: Consumer Satisfaction and Quality PART 4 MARKET RESPONSE Chapter 10: Consumer Response to Price and Sales Promotions Chapter 11: The Retail Context Chapter 12: Word-of-Mouth Influence Chapter 13: The Response to Advertising

About the Author :
Robert East is emeritus professor at Kingston Business School, Kingston University London and adjunct professor at the Ehrenberg-Bass Institute of the University of South Australia. He trained as a social psychologist and is a postgraduate of London Business School. His research has mainly focused on word-of-mouth patterns where his new evidence has shown that some widely-held beliefs are mistaken. As a teacher of consumer behaviour, he has been keen to deliver knowledge that is useful to students while not over simplifying the subject. Malcolm Wright is professor of marketing at Massey University, New Zealand, and adjunct professor at the Ehrenberg-Bass Institute of the University of South Australia. He applies empirical principles to marketing problems and has made interrelated discoveries about brand loyalty, the use of probability scales, new product forecasting and optimizing the advertising budget. He has also published many articles critically examining the foundations of popular marketing knowledge. Marc Vanhuele holds a PhD from UCLA and is professor of marketing at HEC Paris. As expert in consumer information processing, his research focuses on how consumers treat price information. A second field of research is how marketing managers can improve their decision making through better use of quantitative information on the consumer’s mind-set. His research has been published in the leading academic journals. He also works as consultant to consumer goods and market research companies.

Review :
′A thought-provoking text that challenges readers to consider consumer behaviour in new and refreshing ways. The approach is distinctive. Readers are encouraged to reflect on their own experiences, as well as appreciate the insights provided by scholarship in psychology, sociology and marketing science. The authors not only discuss complex, one-off decisions, but also help us to understand routine behaviours that occupy so much of daily life - buying brands, patronising stores, watching adverts, making recommendations′ -
Professor Mark Uncles
Deputy Dean, Australian School of Business, University of New South Wales, Sydney

′A serious, thoughtful consumer behaviour text, that focuses on substance rather than what′s fashionable in academic circles′ -
Professor Byron Sharp
University Ehrenberg-Bass Institute, University of South Australia

I have chosen a different text I have recently being appointed lecturer in Consumer Behaviour at the University of Newcastle (UK) and I intend to use this book as either essential or recommended. I have not prepared the module yet, but this book will certainly feature.
I think the book is really good, because it covers a wide range of issue on the subject in simple yet very formal way. I really enjoyed reading both the theory and the practical components of the book, and the marketing perspective makes really usable for students even after the completion of their studies. I have used it this year in my lectures and I will recommend it for next year to my students. This book is well structure written, easy to read and follow the idea of the author. For undergraduate student, this book provides a very clear idea on consumer behavior theories. For graduate student, it provides a very sharp idea for research. Excellent book on consumer behavior! Well structured and easily digested! recommended to all my post graduate students. Insightful and easy to comprehend Excellent text regularly used
Now essential reading
Core text to IDB Consumer Behaviour Module
set as Chief Examiner Excellent! This is an excellent book which combines psychology, sociology and marketing and enables the reader to engage with the subject and get beyond the notion of consumer perception. This is an excellent book which combines psychology, sociology and marketing and enables the reader to engage with the subject and get beyond the notion of consumer perception. This is an excellent book which combines psychology, sociology and marketing and enables the reader to engage with the subject and get beyond the notion of consumer perception.

This book provides great insights for students as well as scholars interested in the field of consumer behaviour and its applications in marketing. A really useful text that delves deeply into the complexity of consumer behaviour with some insightful examples in marketing and business. I encourage students wherever possible to borrow or else buy. Needed more on influence of omni channel retail and brand for our needs Provides extensive insight into the application and comprehension of the psychology of buying products and services. Too advanced for my students