Consumer Behaviour
- Zubin Sethna - Regent's University London
- Jim Blythe - University of Plymouth, UK
Informal yet academically rigorous in style, this fun textbook focuses on examples of international consumer behaviour in action, and provides open access online resources to encourage student engagement and understanding.
The book strikes a balance between sociological and psychological aspects of consumer behavior and features coverage of social media, digital consumption and up to date marketing practice.
New to this edition:
- Fully updated cases and global examples of consumer behaviour in industries including fashion, travel and technology
- A new feature exploring the experiential role of brands in consumers’ lives today titled ‘Brand Experiences’
- A brand new chapter on sustainable consumption for this era of climate change and sustainability challenges
Online resources complement the book, featuring a range of tools and resources for lecturers and students, including PowerPoint slides, an Instructor manual as well as selected videos to make the examples in each chapter come to life.
Suitable reading for undergraduate marketing students studying consumer behavior, international consumer behaviour and buyer behavior.
Supplements
For lecturers:
PowerPoints for each chapter, designed by the authors to save time and support your teaching
Additional online case studies which situate learning for students in real world examples
Instructor Manual that encourages discussion in sessions with the help of activities and questions for every chapter
For students:
Videos carefully selected by the authors to present industry examples of what they’ve just read
Web links curated to help explore consumer behaviour even further, with lots of extra information to reference in their assignments
Multiple Choice Questions that test their knowledge and let them revise each chapter
Flash Cards to help them review the key terms used within the textbook and understand the jargon.
In my journey of building a consumer brand from scratch many of my ‘do or die’ decisions have been made by putting my consumers at the forefront. Zubin Sethna and Jim Blythe have produced the most comprehensive work on consumer behavior that I have ever seen, by far. It covers consumer behavior from all angles including an understanding of psychological and sociological issues. Throughout, the book is superbly illustrated with diagrams and consumer behavior is brought to life by several real-world case studies, all enabling the reader to obtain a complete and thorough understanding of the subject. It is a must read for students and practitioners alike!
Whether we like it or not, artificial intelligence is here to stay and the speed at which its applications are adopted by the consumer will only continue to rise. Lifestyle considerations, spending shifts, motivational movements and value adjustments, to name but a few, are all part of the behavioural impact which differ from generation to generation and across the gender spectrum. Sethna and Blythe have very eloquently captured the nuances of Consumer Behaviour by identifying key theories and strategies which take a consumer-centric approach and will undoubtedly help organisations and individuals minimise risk and benefit from the commercial opportunities.
This is a perfect book to explain Behavioral economics to students. Besides broad theoretical explanations that combine a multidisciplinary approach, there are many practical examples. It is written in a modern way, many examples include technology and innovation. The quality of paper and print is also very good.
Used it as I have used version 3. It has its ups and downs...
Fantastic book with clear diagrams, explanations and case studies which reinforce the learning for everybody
Really useful book - not only for the Sponsorship module but for students who then go on to write their dissertations around consumer behaviour.
The fourth edition is brilliant. The material is updated and the writing is easy to follow. A great textbook to cover the basics of consumer behavior.
