Consumer Behaviour (2nd Edition)

Specifications

Book Description

“Consumer Behaviour,” now in its 2nd Edition, is a comprehensive exploration into the dynamic field of consumer psychology and decision-making. Authored by Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters, Eugene Chan, and Gavin Northey, this textbook combines the expertise of leading scholars to provide students and professionals with a thorough understanding of the factors that influence consumer choices.

The collaborative effort of these accomplished authors ensures a well-rounded perspective on consumer behavior, incorporating insights from marketing, psychology, and business. The 2nd Edition reflects the latest research findings and developments in the field, making it a relevant and up-to-date resource for those seeking to comprehend the complexities of consumer decision-making in the contemporary marketplace.

The book goes beyond traditional consumer behavior theories, offering a holistic view that considers cultural, social, and psychological influences on buying habits. It employs a reader-friendly approach with practical examples, case studies, and real-world applications, enabling readers to bridge the gap between theory and practice.

Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters, Eugene Chan, and Gavin Northey bring their collective expertise to the forefront, ensuring that “Consumer Behaviour” not only serves as an educational tool but also as a guide for marketers, advertisers, and business professionals aiming to connect with and understand their target audience. With its engaging writing style and comprehensive coverage, this edition is a valuable asset for anyone navigating the fascinating and ever-evolving landscape of consumer behavior.