Consumer Behaviour - Understanding Consumers in a Digital Landscape

With this textbook, students will learn the concepts, theories and processes of consumer behaviour and how to apply them in a digitalized and competitive business landscape. Consumer Behaviour combines theoretical underpinnings with real-world practice to provide comprehensive, up-to-date coverage of the subject. It explores how consumer behaviour has evolved with the impact of technology, personalization and sustainability on perception and decision-making. This textbook is ideal for postgraduate students taking modules on Consumer Behaviour as part of their Marketing degrees. Features include: - Chapters on the psychological and social dynamics of consumer behaviour and the scientific foundations of learning and memory in brand engagement. - Examination of the role of AR/VR and the metaverse in retail experiences, live streaming and voice commerce as well as quantum computing and the importance of good UX design. - Ethical considerations of the digital consumer landscape, including privacy and data concerns. - Learning outcomes, key terms, a glossary and exercise questions international examples throughout, to help develop critical thinking.

Product details

• Authors: Jean-Eric Pelet, Pelet Jean-Eric
• Publisher: Kogan Page
• Languages: English
• Product format: Hardback
• Released: 01.01.2025
• EAN: 9781398618640
• ISBN: 978-1-398-61864-0
• No. of pages: 344
• Subjects: Social sciences, law, business > Business > Miscellaneous; BUSINESS & ECONOMICS / Consumer Behavior, Sales & marketing management, Sales and marketing management