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Consumer Behaviour

Consumer Behaviour

Fourth Edition

March 2019 | 576 pages | SAGE Publications Ltd

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.


All content is supported by an array of global international examples and cases from a variety of geographic locations such as United Kingdom, Europe, Canada, USA, and Japan, including different themes as diverse as fashion, education, ethics, travel, age gender and family roles as well as politics, technology and B2B.

ew to this edition:

  • A new chapter on sustainable consumption which encompasses the future of consumer behaviour and consumption behaviour.
  • Increased focus on branding
  • A new learning feature around brand experiences which will help students see the relevance of each aspect of behaviour.

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.

Part One: Consumer Behaviour in Context
Chapter 1: Understanding Consumer Behaviour
Chapter 2: Decisions, Behaviours and Interactions
Chapter 3: Innovation and Digital Technologies
Chapter 4: Consumption in B2C vs. B2B
Chapter 5: Consumer Journeys Through the Gardens of Technology
Part Two: Consumers as Individuals (The Psychological Issues)
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
Part Three: Consumers as Social Actors (The Sociological Issues)
Chapter 11: Reference Groups
Chapter 12: Age, Gender and Familial Roles
Chapter 13: Culture and Social Mobility
Chapter 14: Ethical Consumption
Chapter 15: Sustainable Consumption

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ISBN: 9781526450012

ISBN: 9781526450005