You are here

Consumer Behaviour
Share

Consumer Behaviour
Applications in Marketing

Fourth Edition


December 2021 | 376 pages | SAGE Publications Ltd
‘A serious, thoughtful consumer behaviour text that focuses on substance rather than what's fashionable in academic circles.’
Professor Byron Sharp, Ehrenberg-Bass Institute, University of South Australia

‘A thought-provoking text that challenges readers to consider consumer behaviour in new and refreshing ways and reflect on 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

Written by respected marketing academics, this popular textbook extends beyond a basic psychological approach to Consumer Behaviour by providing a more empirical understanding of the subject, helping students grasp marketing applications at both individual and market levels.

The fourth edition maintains a strong focus on research, particularly quantitative methods, helping higher-level students develop analytical and evidence-based thinking for success in scholarly and industry-based marketing research. The textbook contains new examples, exercises and research findings, along with recent advancements in the digital environment.

Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour.

Robert East is Emeritus Professor at Kingston University London, UK.

Jaywant Singh is Professor of Marketing at Southampton Business School, University of Southampton, UK.

Malcolm Wright is Professor of Marketing at Massey University, New Zealand.

Marc Vanhuele 
is Professor of Marketing at HEC Paris, France.

 
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 Shopper Behavior
 
Chapter 12 Word-of-Mouth Influence
 
Chapter 13 The Response to Advertising

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

This book provides a wonderful (and very unusual) balance between areas of marketing that are often at odds with each other (or, worse yet, unaware of each other) … I recommend it to any student, researcher or manager in marketing.

Peter Fader
Frances and Pei-Yuan Chia Professor, and Professor of Marketing, Wharton School, University of Pennsylvania, USA

I used this book for the consumer behaviour module in my master’s degree. It was my favourite subject, and the book provided valuable insights and guidance to successfully complete the course. The book is packed with the concepts relevant for today's marketer and highlights the consequences of commonly used techniques such as loyalty programmes and discounts.

Inga Meškauskaite
Head of Customer Success at Appsumer, London

A serious, thoughtful consumer behaviour text, that focuses on substance rather than what’s fashionable in academic circles.

Professor Byron Sharp
Ehrenberg-Bass Institute, University of South Australia

For instructors

Select a Purchasing Option


Paperback
ISBN: 9781529730838
$65.00

Hardcover
ISBN: 9781529730845
$179.00