Consumer Behaviour
Applications in Marketing
- Robert East - Kingston University, UK
- Jaywant Singh - Kingston University Business School, London
- Malcolm Wright - Massey University, New Zealand
- Marc Vanhuele - HEC School of Management, France
Consumer Behaviour
Extending beyond a basic psychological approach to Consumer Behaviour, this text provides an empirical understanding of the subject and will be of particular appeal to those of the Ehrenberg-Bass tradition and those who view Marketing as a science.
The third edition maintains a strong focus on the use of research, helping students to develop analytical and evidence-based thinking in marketing and to take into consideration not just the individual but also the marketing environment. New examples and research findings have been included with special attention paid to the digital environment, including online consumer behaviour and research.
Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour.
A serious, thoughtful consumer behaviour text that focuses on substance rather than what's fashionable in academic circles.
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.