Consumer Behaviour - Softcover

Clearly written, fun, imaginative and covers essential consumer behaviour theory and practice very well. Great additional materials, excellent academic quality and very practical. I love this book! (Catherine Canning, Senior Lecturer in the Department of Business Management at Glasgow Caledonian University)

An excellent core text that will be a great companion for UG students at all levels, offering a combination of practitioner and academic examples that will help students understand key topics and prepare for research. (James Blackmore-Wright, Senior Lecturer in Marketing at the University of Northampton)

Full of recent, relevant, meaningful examples which will greatly appeal to 21st century students of the subject. Well-written, accessible, highly readable and full of useful, contemporary learning aids. (Donald McFetridge, Lecturer in Business Studies, University of Ulster)

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)

In this highly practical and engaging textbook, Szmigin and Piacentini provide the most holistic consideration of consumer behaviour available, demonstrating how seminal theories and cutting-edge research impact on today's marketing professionals.

The latest behavioural, psychological and sociological approaches are presented alongside emerging techniques, such as the analysis of big data, integrating digital experiences, and the continuing importance of conscious consumption. Theory is set firmly in context for students through extended cases and extensive use of international examples, including interactive advertising on Snapchat, social media marketing by Maybelline in China, and culturally-reflective advertising by IKEA and McCain.

This second edition reflects the very latest research in consumer behaviour and contains substantially increased coverage of digital consumption and online consumer behaviour, including social media research, online group buying, and attitudes to online privacy. New coverage of sustainability and ethical issues in consumer behaviour, including deceptive packaging, Fairtrade, and ethically-conscious fashion at H&M, has been woven throughout the text.

Central to the book is the recognition of how businesses and governments use knowledge of these theories and techniques in marketing and business decision-making. Each chapter includes a Practitioner Insight from a professional working in marketing, advertising, government or a charity, including OKO, BBC Global News, and Millward Brown.

Each chapter also includes Consumer Insights, with topics including the concept of hygge in Denmark, repositioning Lucozade in the UK, L'Oreal's use of augmented technology, and branding in emerging markets. These features bring together the themes discussed and encourage students to engage with the material on a practical level.

The authors acknowledge consumer behaviour as a research discipline. To reflect this, the Research Insights, around half of which are brand new for this edition, include links to seminal and contemporary papers and present students with the opportunity to take their learning further.

The accompanying online resources provide superior ready-to-use support for both students and lecturers. These include practitioner videos, class exercises, web exercises, learning activities, suggestions for essay topics and project work, an instructor's manual, links to journal articles, and PowerPoint slides.