
Consumer Behaviour
Understanding Consumers in a Digital Landscape
by Jean-Eric Pelet
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Pub Date 3 Mar 2025 | Archive Date 6 Mar 2025
Kogan Page Ltd | Kogan Page
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Description
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 explores how consumer behaviour has evolved with the impact of technology, personalization and sustainability on perception and decision-making. This textbook is ideal for postgraduate students taking modules on Consumer Behaviour as part of their Marketing degrees.
Features include:
- Chapters on the psychological and social dynamics of consumer behaviour and the scientific foundations of learning and memory in brand engagement.
- Examination of the role of AR/VR and the metaverse in retail experiences, live streaming and voice commerce as well as quantum computing and the importance of good UX design.
- Ethical considerations of the digital consumer landscape, including privacy and data concerns.
- Learning outcomes, key terms, a glossary and exercise questions international examples throughout, to help develop critical thinking.
Available Editions
EDITION | Other Format |
ISBN | 9781398618619 |
PRICE | £44.99 (GBP) |
PAGES | 344 |