This highly-practical and engaging textbook balances cutting-edge research with insights from today's marketing professionals making it the ideal guide for anyone studying consumer behaviour.
Industry-leading consumer experts offer a glimpse of what it's like to be a marketer, and how integral consumer behaviour theory is to their everyday roles - for example, explaining how WWF is using behavioural science to help humanity's fight against climate change, and how social media algorithms are pushing the creation of increasingly emotive content. In addition, the case studies and consumer insights features have been extensively revised and now cover topics such as consumer engagement
during a pandemic, big brand support of the Black Lives Matter movement, and textile waste in the fashion industry.
This third edition reflects the very latest research with a new chapter on sustainable and ethical consumption, and updated coverage of digital consumption and online consumer behaviour. An enhanced Research Insights feature now includes new critical thinking questions to help readers develop their analytical mindset.
The new enhanced e-book offers an even more flexible and engaging way to learn. It features carefully-curated resources that are designed to stimulate, assess, and consolidate learning, including practitioner videos, multiple-choice questions, and a flashcard glossary.
This book is accompanied by the following teaching support resources for adopting lecturers:
PowerPoint presentations
Instructor's manual
Bank of case studies
Learning activities
Examination questions
About the Author
Isabelle Szmigin is a professor of marketing at the University of Birmingham. Maria Piacentini is a professor of consumer research at Lancaster University Management School at Lancaster University.
Industry Reviews
Consumer Behaviour is up to date and full of relevant cases from a global, regional and national perspective with good consideration for the wider macro environment's impact on contemporary consumer behaviour. The later chapters on digital consumers and sustainability are increasingly relevant to the current generation of students. * Jennie White, University of Chicester *
This text provides everything you need to know to understand the basics of consumer behaviour. Consumer Behaviour is an accessible, neatly-packaged, contemporary text that bridges the gap between theory and practice. * Dr Ashleigh Logan-McFarlane, Edinburgh Napier University *
This text is academic yet current, relevant and easy to read. This is precisely why I want to use it for undergraduate students who haven't got much practice experience but need to learn how consumer behaviour concepts actually work in practice. This book does just that. * Dr Arie Barendregt RM MBA, Erasmus University Rotterdam *
Consumer Behaviour is contemporary, relevant and presents fresh approaches to issues relating to consumer behaviour in the 21st Century. Important contributions are provided to highlight the role that digital plays in consumption practices in a post-Covid world; and how cultural, sociological, psychological and technological aspects frame our daily consumer behaviour. The link between conceptual academic frameworks and leading-edge research practice is blended neatly with real-world case study examples and practice-based marketing principles to great effect. Strong use of diverse and global marketing examples to illustrate and underpin consumer behaviour principles are combined with student-related review, reflection and discussion topics, which ensures it is a practical text for use in-class. Practitioner input also gives the book a relevant up-to-date perspective on the main themes emerging in consumer behaviour studies. * Mr. Simon Wragg, University of Northampton *
Consumer Behaviour is a comprehensive textbook written in an accessible language with good and frequent examples. The questions for students and new, 'Think Critically' sections motivate students to put the knowledge into the context of their own lives and consider the ethical consequences of consumption / marketing. * Prof. Thyra Uth Thomsen, Copenhagen Business School *
Consumer Behaviour is an informative, theory-driven textbook that helps to bring the subject to life. * Dr Chris Raddats, University of Liverpool *
I have always described this text as a great introduction to consumer behaviour. I like its simplicity and application of theory to real world case studies and examples. * Carianne Wallace, Aston University *
Consumer Behaviour is an informative yet engaging text that showcases theory applied to practice. * Mr. Thomas McAlinden, University of Strathclyde *
Consumer Behaviour is a must-have for students studying consumer behavior. * Dr Letizia Alvino, Nyenrode Business University *
