Consumer Behaviour

Understand consumer behaviour in a digitalized and competitive business landscape with this engaging, practical textbook.

With this textbook, students will learn the concepts, theories and processes of consumer behaviour and how to apply them in a digitalized and competitive business landscape. Consumer Behaviour combines theoretical underpinnings with real-world practice to provide comprehensive, up-to-date coverage of the subject. It starts with an exploration of how consumer behaviour has evolved with the impact of technology, personalization and sustainability on perception and decision-making. Students will then learn about the psychological and social dynamics of consumer behaviour and the scientific foundations of learning and memory in brand engagement. Supported by international examples throughout, the textbook examines the role of AR/VR in retail experiences, the power of online communities and voice commerce, as well as the importance of good UX design. Crucially, it also delves into ethical considerations of the digital consumer landscape, including privacy and data concerns. Consumer Behaviour includes in-text learning features such as learning outcomes, key terms, a glossary and exercise questions to help develop critical thinking. It is supported by online resources of PowerPoint slides, videos and essay questions. This textbook is ideal for postgraduate students taking modules on Consumer Behaviour as part of their Marketing degrees.

Online resources : PowerPoint slides, videos and essay questions

Auteur
Jean-Eric Pelet is Assistant professor at École de Management Léonard de Vinci (The Leonardo de Vinci Business School), Paris, France. He leads the Consumer Behaviour teaching at Masters level at EMLV, and is a visiting professor both in France and abroad in England, Switzerland and Thaïland.

Contenu

• • Chapter - 01: Understanding consumer behaviour in the digital age;
  • Chapter - 02: The new era of consumer needs and motivations;
  • Chapter - 03: Psychological and social dynamics in consumer behaviour;
  • Chapter - 04: The science of digital learning and memory;
  • Chapter - 05: Building brand loyalty in the digital age;
  • Chapter - 06: The consumer decision making process;
  • Chapter - 07: Advancing consumer experiences in the digital world;
  • Chapter - 08: The power of online communities and social influence;
  • Chapter - 09: Ethical considerations in the consumer landscape;
  • Chapter - 10: The future of consumer behaviour in the digital era