Consumer Behaviour: Understanding Consumers in a Digital Landscape - Couverture rigide

Pelet, Jean-Eric

Couverture rigide

ISBN 10 : 1398618640 ISBN 13 : 9781398618640

Editeur : Kogan Page Ltd, 2025

Synopsis

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.

A propos du livre

À propos de l?auteur

Jean-Eric Pelet is an Associate Professor at IAE Amiens (France). He leads the Consumer Behaviour teaching at Masters level at IAE Amiens, IAE Vannes, EM Normandie, PBS and EMLV. He is also a visiting professor both in France and abroad in England, Poland, Finland, Switzerland and Thailand.

Détails de l'édition

• Éditeur: Kogan Page Ltd
• Date d'édition: 2025
• Langue: anglais
• ISBN 10: 1398618640
• ISBN 13: 9781398618640
• Reliure: Relié
• Nombre de pages: 344
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible