Consumer Behaviour in Action

Paperback | February 28, 2015

byPeter Ling, Steven DAlessandro, Hume Winzar

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Consumer Behaviour in Action introduces marketing students to the fundamental concepts of consumer behaviour in a contemporary context. The text provides a distinctly balanced approach as it balances theory with practical applications and research methods for understanding consumers. Practicalexamples and case studies provide global, regional and local industry examples. Research and insights from fields such as psychology, sociology and complex systems are included. Extended cases studies covering topics such as Nike, Cricket Australia, Target, and McDonalds in overseas markets, drawtogether each part of the book to bring together the themes discussed and encourage students to encourage a deeper understanding of the material. The accompanying enriched oBook and supplementary digital resources provides superior ready-to-use support for both students and lecturers.

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From the Publisher

Consumer Behaviour in Action introduces marketing students to the fundamental concepts of consumer behaviour in a contemporary context. The text provides a distinctly balanced approach as it balances theory with practical applications and research methods for understanding consumers. Practicalexamples and case studies provide global, r...

Peter Ling is Deputy Dean (Communication) in the School of Media and Communication and Associate Professor in Advertising at RMIT University. Steven D'Alessandro is Professor in the School of Marketing and Management at Charles Sturt University. Hume Winzar is Associate Professor in the Department of Marketing and Management at Macqua...
Format:PaperbackDimensions:544 pages, 9.76 × 8.03 × 1.11 inPublished:February 28, 2015Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0195525604

ISBN - 13:9780195525601

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Table of Contents

1. Introduction: Foundations of and Application of Consumer Behaviour2. The influence of culture and subculture on consumer behaviour3. Social class and consumer behaviour4. Reference groups in consumer behaviour, family and social groups5. Consumer needs and motivation6. Consumer personality and self-concept7. Consumer perception and information processing8. Learning and consumer involvement9. Consumer attitudes and changing consumer attitudes10. Decision making and consumption experiences11. The diffusion of innovations and social change12. Conclusion