Informal yet academically rigorous in style, this fun textbook focuses on consumer behaviour in action and provides international examples, videos and a companion website to fully encourage student engagement and understanding.
Psychology is central to an effective understanding of consumption behaviours. The aim of this book is to provide an overall understanding for why people consume certain products and services and how this affects their behaviour and psychological well being.
Showing the cultural and institutional processes that have brought the notion of the 'consumer' to life, this book guides the reader on a comprehensive journey through the history of how we have come to understand ourselves as consumers in a consumer society and reveals the profound ambiguities and ambivalences inherent within.
A new approach to teaching consumer behaviour, incorporating the latest issues in behavioural, psychological and sociological learning alongside new areas of research. Practitioner commentaries including Renault and Thinkbox, and extended case studies featuring Pinterest and Havaianas, place this fascinating subject firmly in a real world context.