(eBook PDF) Consumer Behaviour, 2nd Edition – Digital Ebook – Instant Delivery Download

Product details:

ISBN: 9780170293587

Author: Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters, Eugene Chan, Gavin Northey

Cutting edge and relevant to the local context, this second Australia and New Zealand edition of Hoyer, Consumer Behaviour, covers the latest research from the academic field of consumer behaviour. The text explores new examples of consumer behaviour using case studies, advertisements and brands from Australia and the Asia-Pacific region.

The authors recognise the critical links to areas such as marketing, public policy and ethics, as well as covering the importance of online consumer behaviour with significant content on how evolving digital technologies and widespread use of social media are changing the way marketers understand consumers.

Table contents:

Part 1 An introduction to consumer behaviour
1 Understanding consumer behaviour

Part 2 The psychological core
2 Motivation, ability and opportunity
3 From exposure to comprehension
4 Memory and knowledge
5 Attitudes and persuasion

Part 3 The process of making decisions
6 Problem recognition and information search
7 Judgement and decision making
8 Post-decision processes

Part 4 The consumer’s culture
9 Social influences on consumer behaviour
10 Consumer diversity
11 External and internal influences on consumer behaviour

Part 5 Consumer behaviour outcomes and issues
12 Innovations: adoption, resistance and diffusion
13 Symbolic consumer behaviour
14 Marketing, ethics and social responsibility in today’s consumer society

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