Informal yet academically rigorous in style, this fun textbook focuses on examples of international consumer behaviour in action, while striking a balance between sociological and psychological aspects of consumer behaviour.
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.
Increasingly, consumers in North America and Europe see their purchasing as a way to express to the commercial world their concerns about trade justice, the environment and similar issues. This ethical consumption has attracted growing attention in the press and among academics.
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.