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Consumer Behaviour

Consumer Behaviour

Third Edition
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Consumer Behaviour

August 2016 | 528 pages | SAGE Publications Ltd

Praised for its no nonsense approach to engaging students and conveying key learning outcomes and for striking a good balance between sociological and psychological aspects of consumer behaviour, the new edition now features increased coverage of social media, digital consumption and up-to-date marketing practice.

Written from a European perspective, international in its scope and with an array of global international examples and cases from a variety of geographic locations and different industry sectors threaded throughout the text, students’ understanding and retention of the subject is encouraged through innovative learning features including:

  • ‘how to impress your examiner’ boxes - ideas and tips for what an examiner may be looking for to help students get the best possible grades in their assessments.
  • ‘consumer behaviour in action’ boxes – focus on consumer decisions allowing students to focus on the applications of the concepts and theories underpinning the motivations of consumers – something they are likely to do in their future careers as marketers.
  • ‘challenging the status quo’ boxes – encouraging students to think outside the box, think critically and exercise their problem solving skills.

The book is complemented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, multiple choice questions, case studies, interactive glossary, flashcards, multimedia links and selected author videos to make the examples in each chapter come to life.

Suitable for Undergraduate students with little or no background knowledge of consumer behaviour.

Chapter 1. Understanding Consumer Behaviour
Chapter 2. Consumer Behaviour and the Marketing Mix
Chapter 3. The Decision Making Process and Brand Interaction
Chapter 4. Innovation and Digital Technologies
Chapter 5. Consumption in B2C VS. B2B
Chapter 6. Drive, Motivation and Hedonism
Chapter 7. The Self and Personality
Chapter 8. Perception
Chapter 9. Learning and Knowledge
Chapter 10. Attitude Formation and Change
Chapter 11. Reference Groups
Chapter 12. Age, Gender and Familial Roles
Chapter 13. Culture and Class
Chapter 14. Ethical Consumption
Chapter 15. Post-Purchase Behaviour


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Lecturer Resources

  • Instructor’s Manual
  • PowerPoint Slides

Student Resources

  • Interactive Multiple Choice Quizzes
  • Web and Video links
  • Web Exercises

Among a large collection of Consumer Behaviour texts, this book stands out for the authors’ innovative methods to intrigue students to think beyond textbook materials and be creative!  With the content covering exactly what we need, I have used this book for many cohorts of students and believe the new edition will enhance student learning even further.

Dr. Lien Le Monkhouse
Sheffield University Management School

Already the most comprehensive Consumer Behaviour text available, the latest edition further plays to this book's strengths, including up-to-date case studies and a great balance between theory and practice, and of course the state-of-the art online support material for both students and module coordinators. Definitely the best textbook on the market.

Dr. Jan Breitsohl
Aberystwyth University

One of the best textbooks on Consumer Behaviour I had the chance to use in class. The language is clear and the topics are approaching the modern trends of marketing. 

Dr. Bruno Schivinski
Nottingham Business School

Presented in a relaxed yet informative style, the book examines variations in consumer behavior across the world, incorporating the expected cultural differences. Each chapter features color-coded sections to enhance understanding. Updates on areas that have gained relevance in the last decade are interwoven throughout, among them the move toward globalization and the increasing use of technology, particularly the rise in social media and accompanying mobile mind-set of modern consumers. Overall, the text is excellent for business students, especially upper-level marketing majors.

S. D. Clark
CHOICE Connect - The Association of College and Research Libraries

This new edition of Consumer Behaviour by Sethna and Blythe is a great choice for both undergraduate and graduate levels.
The language is simple and easy to follow. The examples and cases within the book are very helpful and updated.

Dr Bruno Schivinski
Division of Marketing, Nottingham Trent University
October 22, 2016

interesting read, relevant, able to generate discussion among students

Mr martin cox
Business, Law & Social Sciences, Nottingham Trent University
October 3, 2016

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