Consumer behaviour

Presenting a brand new approach to teaching consumer behaviour, Szmigin and Piacentini move beyond traditional psychological learning to acknowledge more holistic perspectives of consumer behaviour and incorporate new areas of research, such as Consumer Culture Theory, which are enhancing our understanding of this fascinating subject. The latest behavioural, psychological and sociological approaches are presented alongside emerging techniques, such as neuromarketing, and practices used by businesses such as tracking consumer panel data, with their application to marketing explicitly drawn out. Theory is firmly set in context for students through extensive use of international examples and extended cases on topics such as repertoire shopping in China, lifestyles of Indian consumers, and learning about brands through Havaianas in Brazil. For lecturers: Comprehensive customizable PowerPoint slides; Learning activities (including, more detailed workshop-based activities, shorter lecture-based in-class exercises and suggestions for assessment approaches) An instructor's manual (containing guidance on how to use the case studies and Practitioner Insights in class, indicative answers, and some additional questions)PART 1: HISTORICAL AND CURRENT PERSPECTIVES ON CONSUMPTION ; 1. A historical context for understanding consumption ; 2. Contemporary perspectives on consumer behaviour ; PART 2: MICRO-VIEW OF CONSUMPTION ; 3. Decision-making and involvement ; 4. Learning and memory ; 5. Perceptual processes ; 6. Attitude theory and behaviour change ; 7. Personality, self, and motivation ; PART 3 MACRO-VIEW OF CONSUMPTION ; 8. Groups, social processes, and communications ; 9. Culture ; 10. Patterns of buyer behaviour ; PART 4 WHERE ARE WE GOING? ; 11. Future trends in consumer behaviour