Publication Date 11 Dec 2014
OverviewPresenting a brand new approach to teaching consumer behaviour, Szmigin and Piacentini move beyond traditional psychological learning to acknowledge more holistic perspectives of consumer behaviour and incorporate new areas of research, such as Consumer Culture Theory, which are enhancing our understanding of this fascinating subject.The latest behavioural, psychological and sociological approaches are presented alongside emerging techniques, such as neuromarketing, with their application to marketing explicitly drawn out.Theory is firmly set in context for students through extensive use of international examples and extended cases on topics such as repertoire shopping in China, lifestyles of Indian consumers, and learning about brands through Havaianas in Brazil.Each chapter includes Consumer Insights covering topics such as social media marketing in the Netherlands, repositioning Lucozade in the UK, and finding the right celebrity endorser. These features bring together the themes discussed and encourage students to engage with the material on a more practical level.Central to the book is the recognition of how businesses and government are likely to use knowledge of these theories and techniques in marketing strategies and business decision making. Each chapter includes a Practitioner Insight from a professional working in marketing, advertising, government or a charity, including Dubit, Thinkbox and Age UK to provide real world views on the topics being discussed and the possible future direction of these areas.The authors acknowledge consumer behaviour as a research discipline. To reflect this, Research Insights features throughout each chapter include links to seminal papers to present students with the opportunity to take their learning further.Covers the latest issues and developments in behavioural, psychological and sociological thinking, giving students access to methods not traditionally covered in text but which are used extensively by practitioners, for example, developing brand distinctiveness from a Consumer Culture Theory perspective.Presents students with broad and balanced perspectives on consumer behaviour through the Research Insights, Consumer Insights and Practitioner Insights features. The practitioners interviewed work in business, advertising and government and provide real world views on consumer behaviour in practice, including, neuroimaging at BRANDSense, experiential marketing of Renault in Mexico, and using brand personalities at Millward Brown.Widely used short and longer cases covering topics including consumption issues with social media through Pinterest and tribal marketing through Oreo's 100th year anniversary campaign.International examples are used throughout to illustrate key issues featured in the textA superior ready-to-use online package includes lecturer-based in-class exercises, suggestions for essay topics and project work, teaching notes on the textbook case studies and practitioner insights as well as PowerPoint slides provides comprehensive support for lecturers.