The Behavioural Economics of Brand Choice

Hardcover | August 15, 2007

byGordon R. Foxall

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Understanding consumer choice is central to modern marketing, thought and practice. This volume presents a ground-breaking approach to the analysis of brand choice which is relevant to both marketing practice and social science. This unique analysis reveals the causes of consumer choice that underlie patterns of brand selection; the role of price and non-price elements of the marketing mix in influencing brand choice; a novel means of describing the structure of markets in terms of the combination of utilitarian and symbolic benefits consumers obtain from their purchases and a new means of analyzing consumer behaviour in terms of elasticity of demand.

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Understanding consumer choice is central to modern marketing, thought and practice. This volume presents a ground-breaking approach to the analysis of brand choice which is relevant to both marketing practice and social science. This unique analysis reveals the causes of consumer choice that underlie patterns of brand selection; the ro...

GORDON FOXALL is Distinguished Research Professor at Cardiff University, UK. He is a graduate of the Universities of Birmingham (PhD business) and Strathclyde (PhD psychology), and holds a higher doctorate of the University of Birmingham (DSocSc). He is a Fellow of both the British Psychological Society (FBPsS) and the British Academy...

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Format:HardcoverDimensions:250 pages, 8.86 × 5.72 × 0.94 inPublished:August 15, 2007Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230006833

ISBN - 13:9780230006836

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