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Consumer Behaviour

Consumer Behaviour

Fourth Edition
Additional resources:

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.

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.

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


Click for online resources
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!

Lord Karan Bilimoria of Chelsea
Founder and Chairman of Cobra Beer

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.

Stuart Sherman

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.

Dr Oksana Nezhyvenko
Economics, University of Kiev-Mohyla Academy
November 7, 2019

Used it as I have used version 3. It has its ups and downs...

Professor Kai-Markus Mueller
Faculty of Business and Management, Furtwangen University of Applied Sciences
October 9, 2019

Fantastic book with clear diagrams, explanations and case studies which reinforce the learning for everybody

Mrs Eileen Mc Partland
Vocational Education, Liberties College
April 11, 2019

Very student-friendly approach to a better understanding of the complexities pertaining to consumer behaviour. I always recommend this as a companion textbook to the main course text.

Dr Joseph Vella
Dept of Media and Communication, University of Malta
August 10, 2020

Really useful book - not only for the Sponsorship module but for students who then go on to write their dissertations around consumer behaviour.

Dr Julie donald
Work Based Distance Learning, Lincoln University
October 31, 2019

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.

Dr Bruno Schivinski
Department of Management, Birkbeck, University of London
December 31, 2019

Sample Materials & Chapters

Ch. 3: Innovation and Digital Technologies

For instructors

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ISBN: 9781526450012

ISBN: 9781526450005