The book covers important material that is often missing in consumer behaviour texts. For example, whole chapters are devoted to brand loyalty, brand equity, biases in decision-making, word of mouth, the response to price and the effect of advertising. Shorter reviews cover evidence on topics such as loyalty programmes, the response to delay and retail atmospherics. Chapters are quite short and divided into sections. Each chapter contains exercises designed to draw out key ideas and consolidate understanding, and there are suggestions for further reading.
A website to support the book has an Instructor`s Manual that offers PowerPoint slides, discussion of exercises, computer programs, a suggested Masters-level course, and a Word file of references to assist students writing assignments.