Presenting 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.