- Presents essential topics of consumer behaviour through a digital lens, including psychological and social dynamics and building brand loyalty
- Provides up-to-date explorations of online communities, using AR/VR in the shopping experience and how to address ethical concerns in the digital consumer landscape
- Supported by pedagogical features such as learning outcomes, key terms boxes, exercise questions and a glossary
- Online resources: PowerPoint slides, videos and essay questions
Consumer Behaviour
Understanding Consumers in a Digital Landscape
Understand consumer behaviour in a digitalized and competitive business landscape with this engaging, practical textbook.
Key features at a glance
Temporarily Unavailable
EAN: 9781398618619
Edition: 1
Published:
Format: 240x170
344 pages
About the book
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.
About the authors
Jean-Eric Pelet is an Associate Professor at IAE Amiens (France). He leads the Consumer Behaviour teaching at Masters level at IAE Amiens, IAE Vannes, EM Normandie, PBS and EMLV. He is also a visiting professor both in France and abroad in England, Poland, Finland, Switzerland and Thailand.
Related products
