Consumer Behaviour: Understanding Consumers in a Digital Landscape - (Hardback or Cased Book)

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.

• | Author: Jean-Eric Pelet
• | Publisher: Kogan Page
• | Publication Date: Mar 25, 2025
• | Number of Pages: 00344 pages
• | Binding: Hardback or Cased Book
• | ISBN-10: 1398618640
• | ISBN-13: 9781398618640