Cutting edge and relevant to the local context, this first 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 social media and smartphones are changing the way marketers understand consumers.
- Students grasp the big picture and see how the chapters and topics relate to each other by reviewing detailed concept maps
- Marketing Implications boxes examine how theoretical concepts have been used in practice, and challenge students to think about how marketing decisions impact consumers
- Considerations boxes require students to think deeply about technological, research, cultural and international factors to consider in relation to the contemporary consumer
- Opening vignettes and end-of-chapter cases give students real-world insights into, and opportunities to analyse consumer behaviour, with extensive Australian and international examples providing issues in context
- ‘Conceptual Model and Overview’ frames each part, with a related concept map in each chapter.
- Opening vignette and a Consumer Behaviour case open and close each chapter, locating the topic in its context.
- ‘Marketing Implications’ boxes outline regionally relevant examples of marketing implications, or key information that supports the content presented in each chapter.
- Four types of ‘Considerations' boxes present examples and key information: Cultural considerations, Technological considerations, including social media, International considerations, Research considerations, highlighting interesting examples of applied marketing research.
- End-of-chapter summary, review questions, case studies.
- Part-opening Conceptual Model provides an overview of the book, explaining how each part, and then each chapter, is linked.
- Chapter concept maps provide a visual overview of the key concepts in each chapter and how these concepts connect to each other.
- Vignettes at the beginning and cases at the end frame each chapter. These present regionally relevant examples suited to undergraduate students, demonstrating the way theory works in real-world examples.
- Marketing Implications boxes explore the marketing-specific implications of decisions, as well as key information that supports the content presented in the chapter.
- Considerations boxes contain examples and current key information to engage students and extend their thinking.
- End-of-chapter features include summaries, review questions, case studies linking theory to actual consumer behaviour, ensuring that students have a rich learning experience.
Part 1 An Introduction to Consumer Behaviour
- Understanding consumer behaviour
- Appendix: Conducting research in consumer behaviour
Part 2 The Psychological Core
- Motivation, ability and opportunity
- From exposure to comprehension
- Memory and knowledge
- Attitudes and persuasion
Part 3 The Process of Making Decisions
- Problem recognition and information search
- Judgement and decision making
- Post-decision process
Part 4 The Consumer’s Culture
- Social influences on consumer behaviour
- Consumer diversity
- External and internal influences on consumer behaviour
Part 5 Consumer Behaviour Outcomes and Issues
- Innovations: adoption, resistance, and diffusion
- Symbolic consumer behaviour
- Marketing, ethics, and social and social responsibility in today’s consumer society
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