Consumer Behaviour: Understanding Consumers in a Digital Landscape

di Jean-Eric Pelet (Autore)

Kogan Page Ltd, 2025

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.

• Autore: Jean-Eric Pelet
• Editore: Kogan Page Ltd
• Anno: 2025
• Rilegatura: Paperback / softback
• Pagine: 344 p.
• Dimensioni: 240 x 170 mm
• EAN: 9781398618619

Testo in English