Consumer Behaviour 2nd Edition by Isabelle Szmigin, Maria Piacentini 0198786239 9780198786238

Consumer Behaviour 2nd Edition by Isabelle Szmigin, Maria Piacentini – Ebook PDF Instant Download/Delivery: 0198786239, 9780198786238

Full dowload Consumer Behaviour 2nd Edition after payment

Product details:

• ISBN 10:0198786239

• ISBN 13:9780198786238

• Author:Isabelle Szmigin, Maria Piacentini  

 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 have an impact on today’s marketing professionals.
The latest behavioral, 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 most current research in consumer behavior 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 behavior, including deceptive packaging, Fairtrade, and ethically-conscious fashion at H&M, has been woven throughout the text.
Central to the book is the recognition of how businesses and governments use knowledge of these theories and techniques in marketing and business decision making. Each chapter includes a “Practitioner Insight” from a professional working in marketing, advertising, government or a charity.
Each chapter also includes “Consumer Insights” features with topics including the concept of hygge in Denmark, repositioning Lucozade in the UK, and branding in emerging markets. These features bring together the themes discussed and encourage students to engage with the material on a practical level.
The authors acknowledge consumer behaviour as a research discipline. To reflect this, the “Research Insights” features, around half of which are brand new for this edition, include links to seminal and contemporary papers and present students with the opportunity to take their learning further.
The accompanying online resources provide superior ready-to-use support for both students and lecturers. These include practitioner videos, class exercises, web exercises, learning activities, suggestions for essay topics, an instructor’s manual, links to journal articles, and PowerPoint slides.

Consumer Behaviour 2nd Table of contents:

Part 1 Perspectives on Consumption
1 A Context for Understanding Consumption
How consumption became a part of everyday life
An early history of consumers and consumption
Consumer Insight 1.1 Locavores and the re-localization of food
When consumption became part of everyday life
Conspicuous consumption
Consumer Insight 1.2 Chinese luxury consumers
Shopping: from service to self-service
From consumers to consumerism: the politics of consumption
The postmodern consumer
Consumer Insight 1.3 Sri Lanka’s mod-tradi consumer
After postmodernism: experiential consumption and consumer culture theory
The experiential consumer
Consumer culture theory
Companies using experiential and CCT approaches
Behavioural insights
Automatic and reflective modes
Mental accounting
Incentives and loss aversion
Norms
Practitioner Insight 1 Belinda Miller on ‘Nature sustains all life’
Consumer Insight 1.4 Nudging for better health?
Conclusion
Case Study 1 The new consumer economy of collaboration: experience, access, and sharing
Review Questions
Discussion Questions
References
Part 2 The Micro-View of Consumption
2 Decision-Making and Involvement
From choice to decision-making
Involvement and decision-making
Other forms of involvement
Consumer Insight 2.1 The importance of emotional involvement
How to increase involvement
Consumer Insight 2.2 The importance of the celebrity endorser in Asia
Practitioner Insight 2 Simon Tunstill on watching tv
Consumer Insight 2.3 How do you engage with consumers during a pandemic?
Stages in the decision-making process
Problem recognition
Information search
Alternative evaluation
Case Study 2 Just how difficult is it to buy a coffee?
Evaluation
Outcomes of choice
Disposal of goods
Consumer Insight 2.4 Disposing of fashion
Shopping behaviour
Shopping motivation
Personal motives for shopping
Social motives for shopping
Consumer Insight 2.5 What do people shop for in a pandemic?
Shopping on impulse
Is choosing a problem?
Satisficing and maximizing
Heuristics to aid choice
Other methods we use to help us choose: anchoring and framing
Conclusion
Review Questions
Discussion Questions
References
3 Learning and Memory
The main approaches to learning: behavioural and cognitive learning
Behavioural learning
Classical conditioning
First-order conditioning
Consumer Insight 3.1 How celebrities can lead to classical conditioning (or not)
Higher-order conditioning
Stimulus generalization
Stimulus discrimination
Consumer Insight 3.2 Do you know what brand you are buying?
Operant conditioning
Reinforcement schedules
Learning history
Cognitive learning
Information processing
Consumer Insight 3.3 Can you believe what big business tells you?
Practitioner Insight 3 Rachel Hartley on managing your diet
Memory
Memory systems
Sensory memory
Short-term memory
Long-term memory
Types of long-term memory
Consumer Insight 3.4 Why nostalgia matters
Retrieval of memory
Explicit and implicit memory
Aiding memory
Repetition and spacing
Position and duration
Pictorial and verbal cues
Social learning: observational or vicarious learning
Conclusion
Case Study 3 Look, listen, and learn with Veja
Review Questions
Discussion Questions
References
4 Perceptual Processes
The perceptual process
Exposure
Sensation and the perceptual process
Sight
Consumer Insight 4.1 Fast food versus fine dining: how colour can make all the difference between whether you stay or go
Sound
Smell
Touch and texture
Consumer Insight 4.2 Please don’t touch: the future of retail?
Taste
Sensory thresholds
Adaptation
Attention
Consumer Insight 4.3 How Spotify got our attention
Getting the consumer’s attention
The use of shock to gain attention
Interpretation
Interpretation and organization: Gestalt psychology
The principle of closure
The principle of similarity
The principle of proximity
The principle of figure and ground
Marketing and perception
Perceptual mapping
Practitioner Insight 4 Natasha Wallace on the use of perceptual maps
Perceived risk
Repositioning
Consumer Insight 4.4 Repositioning Lucozade
Price perception
Semiotics
Conclusion
Case Study 4 Real or fake: how consumers perceive brand symbolism in the luxury handbag market
Review Questions
Discussion Questions
References
5 Attitude Theory and Behaviour Change
Defining attitudes
Consumer Insight 5.1 Attitudes to credit and debt
The main components of attitudes
The tri-component model
Hierarchy of effects
The main theoretical perspectives on attitudes
The balance theory of attitudes
Motivational theories: the functional theory of attitudes
The utilitarian function of attitudes
The ego-defensive function of attitudes
The value-expressive function of attitudes
The knowledge function of attitudes
Consumer Insight 5.2 Attitudes towards electric guitars from a functional theory perspective
The multi-attribute models of attitudes
The expectancy-value model
Practitioner Insight 5 Dr Richard Piper on attitudes to alcoholic drinks
The theory of planned behaviour
Consumer Insight 5.3 Attitude change in social marketing
A critique of multi-attribute models of attitudes
Compensatory and non-compensatory models
Attitudes and behaviour change
Changing the basic motivational function
Altering components of the multi-attribute model
The elaboration likelihood model
Conclusion
Case Study 5 Decision rules when choosing a bank account
Review Questions
Discussion Questions
References
6 Personality, Self, and Motivation
Different perspectives on personality and self
Psychological perspectives on personality
Psychoanalytic theories
Practitioner Insight 6 Graham Staplehurst on brand personality
Consumer Insight 6.1 Football archetypes: how Everton rebuilt relationships with fans
The trait-based view of personality
Brand personality and traits
A social perspective on identity and self
Symbolic interactionism
Multiplicity of self
Consumer Insight 6.2 You and your avatar
Personality and self in marketing practice
Symbolic consumption
Linking identity and brand values
Psychographics
Consumer Insight 6.3 When psychographics becomes political: the Cambridge Analytica case
VALS™ framework: a lifestyle segmentation tool
Motivation
Needs, wants, and desires
Consumer Insight 6.4 What motivates people to get the vaccine?
Motivational conflict
Consumer Insight 6.5 ‘Will you take the stairs?’ Turning approach–avoidance into approach–approach
Maslow’s hierarchy of needs
Motivation research
Conclusion
Case Study 6 Lifestyle in India: from ‘deprived’ to ‘Indo-Anglians’
Review Questions
Discussion Questions
References
Part 3 The Macro-View of Consumption
7 Groups, Social Processes, and Communications
Reference groups
Types of reference group
Reference group influence
Mechanisms of reference group influence
Consumer Insight 7.1 Social media influencers and their brand relationships
Reference groups influencing public versus private consumption
Development of conformity
How group norms influence conformity
Social power and reference groups
Opinion leaders and opinion seekers
Consumer Insight 7.2 Hierarchies of opinion leadership
Practitioner Insight 7 Andrew Tenzer on the importance of millennials
Opinion leaders or easily influenced individuals?
Expert influentials
The search for cool
Social connectedness: the importance of word of mouth
Consumer Insight 7.3 Endogenous and exogenous WOM in action
The power of eWOM
Consumer Insight 7.4 The problem with online reviews
From e-word of mouth to crowdsourcing and user-generated content
The role of social media
The family
Family structure and roles
Sociocultural trends and impact on family consumption
Consumer Insight 7.5 Challenging gender-stereotypical imagery in ads
Social class structures and impact on consumption
Conclusion
Case Study 7 Mutual aid communities: neighbourhood self-help groups in the COVID-19 pandemic
Review Questions
Discussion Questions
References
8 Culture
Defining culture
Culture is learned or inherited
Beliefs, values, knowledge, and customs
Practitioner Insight 8 Jeremy Rix on buying meat
Culture regulates the behaviour of members of a particular society
The movement of cultural meaning
The cultural system
Consumer Insight 8.1 Challenging cultural stereotypes: Ariel India Sons #ShareTheLoad
Classification of cultures
Core societal values
Dimensions of cultural values
Consumer Insight 8.2 How to be un-Norwegian
Critiques of Hofstede
Culture norms and rules for behaviour
Making sense of culture: the role of myths and rituals
Consumer Insight 8.3 Hygge: myth or reality?
The main types of consumer ritual
Elements of the ritual
Rites of passage
Culture and communication
Consumer Insight 8.4 Chivas Brothers using cultural insights to develop a whisky-flavour library
Sacred and profane consumption
Sacralization and objectification
Subcultures
Case Study 8 Micro-culturalism in action: brands supporting #BlackLivesMatter
Subcultures based on demographic characteristics
Age-based subcultures
Subcultures based on sex roles
Regional, ethnic, and religious subcultures
Subcultures based on consumption communities
Subcultures of consumption
Brand communities
Consumer tribes
Consumer Insight 8.5 Building consumer community: the Trinny Tribe
Conclusion
Review Questions
Discussion Questions
References
9 Patterns of Buyer Behaviour
What are repeat buying and brand loyalty?
Purchasing patterns from consumer panel data
Repeat buying over time
Purchase frequency
Near-stationary markets
Consumer Insight 9.1 Defection in the car market
Brand loyalty: explaining how we buy
Consumer Insight 9.2 Perceptions of national brands versus private-label brands
What does repeat purchasing tell us about brand loyalty?
Light and heavy buyers: which matter most?
The law of buyer moderation
Patterns of buyer behaviour and market segmentation
Practitioner Insight 9 Tom Lloyd on the impact of the work done by Ehrenberg and his colleagues on practical marketing
How duplication of purchase impacts segmentation
Consumer Insight 9.3 Men are hungry, women deserve a treat
Do you need to differentiate your brand?
What matters to consumers?
Case Study 9 Repertoire shopping in China
Implications for marketing and advertising
Consumer Insight 9.4 How global brands get penetration in emerging markets using physical and mental availability
Consumer Insight 9.5 Do consumers always change their attitudes when they switch brands?
Does your brand need to be distinctive?
Loyalty programmes and price promotions
Conclusion
Review Questions
Discussion Questions
References
Part 4 Where Are We Going?
10 The Digital Consumer
Digital data and the consumer
The digital state of mind
Big data
The rise of social media
Social media and brands
The digital decision-making process
Impacts of the digital decision process
Practitioner Insight 10 Tom Szekeres on social media
Consumer Insight 10.1 The future of payments in a digital world
The digital self
The rise of the selfie
The power of positive content
Influencers and consumer behaviour
Influencers: the good, the bad, and the ugly
The future for influencers
Case Study 10 TiKToK: ‘It can be hard to watch. It can be charming. It can be very, very funny.’
Participatory culture and collaborative technologies
Social shopping
Consumer Insight 10.2 The problem with social plagiarists
Technology and collaboration
Gamification
The Internet of Things
Artificial intelligence and the consumer
Consumer Insight 10.3 Personalizing your wardrobe, the AI way: the case of Stitch Fix
Bots and chatbots: our new friends?
Consumer Insight 10.4 Say hello to your new digital assistant
Ethical issues in digital consumption
Privacy
Children and social media
Conclusion
Review Questions
Discussion Questions
References
11 Sustainability and the ConsumerJennifer TyreeHageman and Caroline Moraes
Sustainability and the Sustainable Development Goals
Consumer Insight 11.1 What we eat shapes our bodies and the environment: tackling sustainability through our plates
Sustainable consumption and its challenges
Consumer Insight 11.2 Textile waste: what hope for the fashion industry?
Practitioner Insight 11 Derek Lowe on TV advertising
Understanding sustainable consumer behaviour
Individual choice
Meaningful social activity
Consumer Insight 11.3 Conspicuous conservation: how sustainable products communicate social status
Social practice
Recognizing the barriers to sustainable consumption
Information deficit
Sustainable consumption gap
Case Study 11 Practising sustainability: reflecting on Adriana’s everyday experiences
The limits of consumer responsibility
Nurturing sustainable consumption
Consumer Insight 11.4 Incentivizing consumers’ sustainable behaviour
Conclusion
Review Questions
Discussion Questions
References
12 Future Trends in Consumer Behaviour
Neuromarketing
Consumer Insight 12.1 When does influence become manipulation? The dark side of neuromarketing
The problems and opportunities of technology
Consumer Insight 12.2 It’s time for connected packaging
The cashless society
The slow rise of the QR code
Home or away
Consumer Insight 12.3 What is the shopping environment looking like post-COVID-19?
Touch-free media
Conscious consumption
Consumer Insight 12.4 Celebrating conscious consumption and production
Privacy as a product
Misbehaviour
Piracy and counterfeit goods
Deviant acquisition behaviour
Compulsive buying
Theft
Transformative consumer research
Conclusion
Case Study 12 The world of consumer inclusivity
Practitioner Insight 12 Elliot Rylance on cultural insights into the effects of a pandemic

People also search for Consumer Behaviour 2nd:

types of consumer behaviour
 
journal of consumer behaviour
 
models of consumer behaviour
 
nature of consumer behaviour
 
scope of consumer behaviou