Description
Book SynopsisInformal yet academically rigorous in style, this fun and attractively laid out textbook continues to provide a comprehensive introduction to Consumer Behaviour, drawing on an accessible writing style, engaging examples and a wealth of learning features throughout.
The text is balanced in its coverage of both psychological and sociological aspects of consumer behaviour, and examples of consumer behaviour are selected from around the globe, including many of the world’s most popular brands and also B2B companies.
This new edition has been fully updated to cover the impacts of the Covid-19 pandemic on consumer behaviour as well as the ongoing effects of technology, social media, digitalisation and climate change in adapting consumer behaviours.
This textbook is essential reading for all students studying Consumer Behaviour.
Zubin Sethna is a Professor of Entrepreneurial Marketing and Consumer Behaviour at Regent’s University London.
Trade ReviewIn my journey of building a consumer brand from scratch, many of my ‘do or die’ decisions have been made by putting my consumers at the forefront. Professor Zubin Sethna has produced the most comprehensive work on consumer behaviour that I have ever seen, by far. It covers consumer behaviour from all angles including an understanding of psychological and sociological issues. Throughout, the book is superbly illustrated with diagrams and consumer behaviour is brought to life by several real-world case studies, all enabling the reader to obtain a complete and thorough understanding of the subject. It is a must-read for students and practitioners alike! -- Lord Karan Bilimoria of Chelsea
Whether we like it or not, artificial intelligence is here to stay and the speed at which its applications are adopted by the consumer will only continue to rise. Lifestyle considerations, spending shifts, motivational movements and value adjustments, to name but a few, are all part of the behavioural impact which differ from generation to generation and across the gender spectrum. Zubin Sethna has very eloquently captured the nuances of consumer behaviour by identifying key theories and strategies which take a consumer-centric approach and will undoubtedly help organisations and individuals minimise risk and benefit from the commercial opportunities. -- Stuart Sherman
The fifth edition of this bestselling book on Consumer Behaviour is up to date with material for a post-Brexit and post-Covid consumerist world. It is full of relevant examples from a regional, national and global perspective. As with previous editions, the author writing style is academic yet current, relevant and easy to read. The book is packed with sections on ‘critical reflection’, ‘consumer behaviour in action’ and ‘brand experiences’ all of which help to really bring the conceptual academic frameworks to life and from a practice-based perspective. Of notable significance are the chapters on both ethical and sustainable consumption. This text continues to be a must-have for students studying consumer behaviour. -- Dr Jaideep Prabhu
A must-read for students who would like to explore consumer behaviours from a psychological and marketing perspective. Every edition so far has made important updates and kept this book on the top of my reading list for UG and PG students. The secret of the book is to have a neat structure and to keep its digestible format, unlike many of its overloaded competitors. -- Dr Jan Breitsohl
Table of ContentsConsumer Behaviour in Context Understanding Consumer Behaviour Decisions, Behaviours and Interactions Consumption in B2C vs. B2B Consumer Technology and Innovation Consumers as Individuals (The Psychological Issues) Drive, Motivation and Hedonism The Self and Personality Perception Learning and Knowledge Attitude Formation and Change Consumers as Social Actors (The Sociological Issues) Reference Groups Age, Gender and Familial Roles Culture and Social Mobility Ethical Consumption Sustainable Consumption
