Consumer Behaviour 5E

Fifth Auflage
ISBN: 978-1-0362-0641-3
Verlag: Sage Publications - IPS UK

Buch, Englisch, 424 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 343 g

Reihe: SAGE LTD

Moving beyond traditional psychological approaches, this book takes a rigorous marketing science perspective that emphasizes empirical research, behavioural explanations, and the powerful role of habit in decision-making. You will develop the analytical skills needed to use and criticize ideas, applying quantitative methods to real-world marketing challenges.

The book is packed with student-friendly tools to support your learning, including clear learning objectives, chapter overviews, and summaries to keep you on track. High-impact research and key papers are broken down into accessible boxes that highlight essential terms and examples. Practical exercises throughout the chapters allow you to reflect on concepts and build the confidence to apply them in a professional setting.

New to this edition:

- Artificial Intelligence: New content on the actual and potential uses of AI.

- Digital Advertising: A focus on influencers and modern promotional media.

- Behavioural Finance: New chapter on information processing and decision-making.

This is an essential guide for upper undergraduate and postgraduate students taking courses in consumer behaviour or marketing research. It is also a valuable resource for doctoral candidates seeking a deeper, empirical understanding of the subject.

Autoren/Hrsg.

East, Robert

Singh, Jaywant

Wright, Malcolm

Vanhuele, Marc

Inhaltsverzeichnis

PART 1 Introduction
Chapter 1 Ideas and Explanations in Consumer Research
PART II 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 III Explaining Decision Making
Chapter 7 Predicting and Explaining Behaviour
Chapter 8 Information Processing and Decision Making
Chapter 9 Consumer Satisfaction and Quality
PART IV Market Response
Chapter 10 Consumer Response to Price and Sales Promotions
Chapter 11 Shopper Behaviour
Chapter 13 The Response to Advertising

Über Autor(innen)

Vanhuele, Marc
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.

Wright, Malcolm
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.

Singh, Jaywant
Jaywant Singh is professor of marketing at Kingston Business School, Kingston University where he teaches consumer behaviour and research methods. He applies quantitative research methods to unravel how and why people buy goods and services, through the lenses of brand management, ethical consumption, status consumption, and service management. He has published in leading academic journals and he regularly presents his research at international conferences. In his teaching, he endeavours to deliver theoretically and empirically grounded research knowledge that has direct applications in marketing and business.

East, Robert
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.