Consumer Behaviour

Applications in Marketing

Robert East, Jaywant Singh, Malcolm Wright, Marc Vanhuele

• Publisher: SAGE Publications
• Year: 2021
• Edition: 4
• eBook ISBN:
  9781529765656
• Topic: Business
• Subtopic: Business General
• Index: Business

'A serious, thoughtful consumer behaviour text that focuses on substance rather than what?s fashionable in academic circles.'
Professor Byron Sharp, Ehrenberg-Bass Institute, University of South Australia 'A thought-provoking text that challenges readers to consider consumer behaviour in new and refreshing ways and reflect on routine behaviours that occupy so much of daily life – buying brands, patronising stores, watching adverts, making recommendations.'
Professor Mark Uncles, Deputy Dean, Australian School of Business, University of New South Wales Written by respected marketing academics, this popular textbook extends beyond a basic psychological approach to Consumer Behaviour by providing a more empirical understanding of the subject, helping students grasp marketing applications at both individual and market levels. The fourth edition maintains a strong focus on research, particularly quantitative methods, helping higher-level students develop analytical and evidence-based thinking for success in scholarly and industry-based marketing research. The textbook contains new examples, exercises and research findings, along with recent advancements in the digital environment. Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour. Robert East is Emeritus Professor at Kingston University London, UK. Jaywant Singh is Professor of Marketing at Southampton Business School, University of Southampton, UK. Malcolm Wright is Professor of Marketing at Massey University, New Zealand. Marc Vanhuele is Professor of Marketing at HEC Paris, France.

Table of contents

• Cover
• Half Title
• Publisher Note
• Title Page
• Copyright Page
• Brief Contents
• Extended Contents
• About the authors
• Preface
• Acknowledgements
• Praise for previous editions
• Part 1 Introduction
• 1 Ideas and Explanations in Consumer Research
• Part 2 Consumption Patterns
• 2 Customer Loyalty
• 3 Brand Knowledge, Brand Equity and Brand Extension
• 4 Stationary Markets
• 5 Market Dynamics
• 6 Consumer Group Differences
• Part 3 Explaining Decision Making
• 7 Predicting and Explaining Behaviour
• 8 Information Processing and Decision Making
• 9 Consumer Satisfaction and Quality
• Part 4 Market Response
• 10 Consumer Response to Price and Sales Promotions
• 11 Shopper Behaviour
• 12 Word-of-mouth Influence
• 13 The Response to Advertising
• References
• Index