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.
New 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.