Consumer behaviour

Part 1: Historical and current perspectives on comsumption : 1. A historical context for understanding consumption; 2. Contemporary perspectives on consumer behaviour. Part 2: Micro-view of consumption; 3. Decision-making and involvement ; 4. Learning and memory ; 5. Perceptual processes ; 6. Attitu...

Ausführliche Beschreibung

Gespeichert in:

Bibliographische Detailangaben
1. Verfasser:	Szmigin, Isabelle (VerfasserIn)
Weitere Verfasser:	Piacentini, Maria (VerfasserIn)
Format:	UnknownFormat
Sprache:	eng
Veröffentlicht:	Oxford, New York, NY Oxford University Press 2018
Ausgabe:	Second edition
Schlagworte:	Konsumentenverhalten > Consumer behavior > Lehrbuch > Fallstudie > Glossar enthalten > Verbraucherverhalten > Verbraucherforschung
Online Zugang:	Inhaltsverzeichnis Full Text
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!

Bestellen

Beschreibung
Zusammenfassung:	Part 1: Historical and current perspectives on comsumption : 1. A historical context for understanding consumption; 2. Contemporary perspectives on consumer behaviour. Part 2: Micro-view of consumption; 3. Decision-making and involvement ; 4. Learning and memory ; 5. Perceptual processes ; 6. Attitude theory and behaviour change ; 7. Personality, self, and motivation. Part 3: Macro-view of consumption : 8. Groups, social processes, and communications ; 9. Culture ; 10. Patterns of buyer behaviour. Part 4: Where are we going? ; 11. Future trends in consumer behaviour The ideal introduction to consumer behavior offering complete coverage, worldwide examples, and marketing perspectives from a range of individuals and organizations. Leading research is woven throughout and complemented by practitioner insights, consumer insights, research insights, and case studies. This edition offers brand new coverage of ethics and sustainability, and enhanced coverage of digital consumer behavior. Extensively refreshed examples include interactive advertising on Snapchat, social media marketing by Maybelline in China, use of augmented technology by L'Oreal, and culturally reflective advertising by McCain. -- Back cover
Beschreibung:	Literaturangaben
Beschreibung:	xxix, 492 Seiten Illustrationen, Diagramme
ISBN:	9780198786238 978-0-19-878623-8