You are here

Consumer Behaviour
Share

Consumer Behaviour
Applications in Marketing

Third Edition

Other Titles in:
Consumer Behaviour

© 2017 | 368 pages | SAGE Publications Ltd

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.

 
PART 1 - INTRODUCTION
 
Chapter 1: Ideas and Explanations in Consumer Research
 
PART 2 - 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 3 - EXPLAINING DECISION-MAKING
 
Chapter 7: Predicting and Explaining Behaviour
 
Chapter 8: Information Processing and Decision-Making
 
Chapter 9: Consumer Satisfaction and Quality
 
PART 4 - MARKET RESPONSE
 
Chapter 10: Consumer Response to Price and Sales Promotions
 
Chapter 11: The Retail Context
 
Chapter 12: Word-of-Mouth Influence
 
Chapter 13: The Response to Advertising

A serious, thoughtful consumer behaviour text that focuses on substance rather than what's fashionable in academic circles.

Professor Byron Sharp
Ehrenberg-Bass Institute, University of South Australia

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.

Professor Mark Uncles
Deputy Dean, Australian School of Business, University of New South Wales

Sample Materials & Chapters

Chapter 12: Word-of-Mouth Influence


Preview this book

For instructors

Purchasing options

Please select a format:

ISBN: 9781473919501
ISBN: 9781473919495