Consumers

This book analyses how and why consumers purchase and consume the way they do. It outlines both the individual and social factors that influence these processes. The text presents a global and multi-disciplinary coverage of consumer behaviour. Consumers is praised as the most current text in the field in the areas of technology, research and illustrative examples. - In response to reviewer feedback, the table of contents is rearranged so that topics are presented in a more logical sequence. Students will experience reinforced learning from this new layout as concepts are clearly connected from chapter to chapter. - Ethical Dilemma Boxes expose students to the dark side of consumer behaviour, illustrate how marketing and consumption sometimes lead to negative outcomes, and give examples that can stimulate discussion about marketing ethics. - Over 50 percent of the chapter opening vignettes are new. These open each chapter, set the chapter topic, and introduce the student to consumer trends and needs from all over the world.