Informal yet academically rigorous in style, this fun textbook
focuses on examples of international consumer behaviour in action,
and provides open access online resources to encourage student
engagement and understanding. The book strikes a balance between
sociological and psychological aspects of consumer behavior and
features coverage of social media, digital consumption and up to
date marketing practice. New to this edition: Fully updated cases
and global examples of consumer behaviour in industries including
fashion, travel and technology A new feature exploring the
experiential role of brands in consumers' lives today titled 'Brand
Experiences' A brand new chapter on sustainable consumption for
this era of climate change and sustainability challenges Online
resources complement the book, featuring a range of tools and
resources for lecturers and students, including PowerPoint slides,
an Instructor manual as well as selected videos to make the
examples in each chapter come to life. Suitable reading for
undergraduate marketing students studying consumer behavior,
international consumer behaviour and buyer behavior.
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