‘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
Written by respected marketing academics, this popular textbook extends beyond a basic psychological approach to Consumer Behaviour by providing a more empirical understanding of the subject, helping students grasp marketing applications at both individual and market levels.
The fourth edition maintains a strong focus on research, particularly quantitative methods, helping higher-level students develop analytical and evidence-based thinking for success in scholarly and industry-based marketing research. The textbook contains new examples, exercises and research findings, along with recent advancements in the digital environment.
Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour.
Robert East is Emeritus Professor at Kingston University London, UK.
Jaywant Singh is Professor of Marketing at Southampton Business School, University of Southampton, UK.
Malcolm Wright is Professor of Marketing at Massey University, New Zealand.
Marc Vanhuele is Professor of Marketing at HEC Paris, France.
Tabela de Conteúdo
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 Shopper Behavior
Chapter 12 Word-of-Mouth Influence
Chapter 13 The Response to Advertising
Sobre o autor
Marc Vanhuele holds a Ph D from UCLA and is professor of marketing at HEC Paris. As expert in consumer information processing, his research focuses on how consumers treat price information. A second field of research is how marketing managers can improve their decision making through better use of quantitative information on the consumer’s mind-set. His research has been published in the leading academic journals. He also works as consultant to consumer goods and market research companies.
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