Consumer Behaviour: Applications in Marketing

‘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\n‘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\nWritten 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.\nThe 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.\nSuitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour.\nRobert East is Emeritus Professor at Kingston University London, UK.\nJaywant Singh is Professor of Marketing at Southampton Business School, University of Southampton, UK.\nMalcolm Wright is Professor of Marketing at Massey University, New Zealand.\nMarc Vanhuele is Professor of Marketing at HEC Paris, France.