Consumer behaviour
Isabelle Szmigin and Maria Piacentini
- 2nd ed.
- Oxford : Oxford University Press, c2018.
- xxix, 492 p. : col. ill. ; 25 cm.
In this highly practical and engaging textbook, Szmigin and Piacentini provide the most holistic consideration of consumer behaviour available, demonstrating how seminal theories and cutting-edge research impact on today's marketing professionals.
The latest behavioural, psychological and sociological approaches are presented alongside emerging techniques, such as the analysis of big data, integrating digital experiences, and the continuing importance of conscious consumption. Theory is set firmly in context for students through extended cases and extensive use of international examples, including interactive advertising on Snapchat, social media marketing by Maybelline in China, and culturally-reflective advertising by IKEA and McCain.
This second edition reflects the very latest research in consumer behaviour and contains substantially increased coverage of digital consumption and online consumer behaviour, including social media research, online group buying, and attitudes to online privacy. New coverage of sustainability and ethical issues in consumer behaviour, including deceptive packaging, Fairtrade, and ethically-conscious fashion at H&M, has been woven throughout the text.