Consumer Behaviour
Námskeið
- VIÐ192F Neytendahegðun
Ensk lýsing:
Extending beyond a basic psychological approach to Consumer Behaviour, this text provides an empirical understanding of the subject and will be of particular appeal to those of the Ehrenberg-Bass tradition and those who view Marketing as a science. The third edition maintains a strong focus on the use of research, helping students to develop analytical and evidence-based thinking in marketing and to take into consideration not just the individual but also the marketing environment.
Lýsing:
‘A serious, thoughtful consumer behaviour text that focuses on substance rather than what′s fashionable in academic circles. ’ Professor Byron Sharp, Ehrenberg-Bass Institute, University of South Australia ‘A thought-provoking text that challenges readers to consider consumer behaviour in new and refreshing ways and reflect on routine behaviours that occupy so much of daily life – buying brands, patronising stores, watching adverts, making recommendations.
’ Professor Mark Uncles, Deputy Dean, Australian School of Business, University of New South Wales Written by respected marketing academics, this popular textbook extends beyond a basic psychological approach to Consumer Behaviour by providing a more empirical understanding of the subject, helping students grasp marketing applications at both individual and market levels. The fourth edition maintains a strong focus on research, particularly quantitative methods, helping higher-level students develop analytical and evidence-based thinking for success in scholarly and industry-based marketing research.
The textbook contains new examples, exercises and research findings, along with recent advancements in the digital environment. Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour. Robert East is Emeritus Professor at Kingston University London, UK. Jaywant Singh is Professor of Marketing at Southampton Business School, University of Southampton, UK.
Annað
- Höfundar: Robert East, Jaywant Singh, Malcolm Wright, Marc Vanhuele
- Útgáfa:4
- Útgáfudagur: 2021-09-29
- Hægt að prenta út 30 bls.
- Hægt að afrita 30 bls.
- Format:ePub
- ISBN 13: 9781529764826
- Print ISBN: 9781529730845
- ISBN 10: 1529764823
Efnisyfirlit
- About the Authors
- Preface
- Acknowledgements
- Praise for Previous Editions
- PART 1 INTRODUCTION
- 1 Ideas and Explanations in Consumer Research
- Section 1: The scope of consumer behaviour
- Section 2: Consumer decision models
- Section 3: Classifications and explanations
- 1 Ideas and Explanations in Consumer Research
- 2 Customer Loyalty
- Section 1: Brand loyalty in repertoire categories
- Section 2: The rise of relationship marketing – customer loyalty as retention
- Section 3: Combination definitions of loyalty
- Section 4: Reasons for defection
- 3 Brand Knowledge, Brand Equity and Brand Extension
- Section 1: The mental representation of brands
- Section 2: Brand equity, brand extension and brand alliances
- Section 3: Sales losses by the parent of a line extension
- 4 Stationary Markets
- Section 1: Modelling mature markets
- Section 2: Single brand purchase patterns
- Section 3: Patterns of purchase in the whole category
- 5 Market Dynamics
- Section 1: Changes in aggregate sales
- Section 2: Dynamic effects and brand loyalty
- Section 3: The dynamics of new product adoption
- Section 4: The sales dynamics of frequently bought categories
- 6 Consumer Group Differences
- Section 1: Relevant differences for consumer research
- Section 2: National cultural differences
- Section 3: Cultural differences in consumer research
- Section 4: Age and gender differences in consumption
- 7 Predicting and Explaining Behaviour
- Section 1: Definitions and measurements
- Section 2: The theory of planned behaviour
- Section 3: Problems with the theory of planned behaviour
- 8 Information Processing and Decision Making
- Section 1: Schemas and attention
- Section 2: Heuristics
- Section 3: Processing value and probability
- Section 4: Financial applications of heuristics and biases
- 9 Consumer Satisfaction and Quality
- Section 1: Introduction
- Section 2: Theories of consumer satisfaction
- Section 3: Measuring satisfaction and service quality
- Section 4: Outcomes of satisfaction and dissatisfaction
- 10 Consumer Response to Price and Sales Promotions
- Section 1: Consumer response to price
- Section 2: Estimating price sensitivity
- Section 3: Psychological reactions to prices and price changes
- Section 4: Consumer response to sales promotions
- 11 Shopper Behaviour
- Section 1: Shopper choice
- Section 2: Customer typologies
- Section 3: The store environment
- 12 Word-of-mouth Influence
- Section 1: The nature of word of mouth
- Section 2: The occurrence of word of mouth
- Section 3: The impact of word of mouth
- Section 4: Word of mouth in the social network
- Section 5: Applications of word-of-mouth research
- 13 The Response to Advertising
- Section 1: Effective advertising
- Section 2: Advertising frequency and concentration
- Section 3: A model of advertising effect
- Section 4: Specific effects
- Section 5: Developments in digital advertising
- Section 6: Biometrics and consumer neuroscience
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- Gerð : 208
- Höfundur : 6491
- Útgáfuár : 2016
- Leyfi : 379
