Consumer Behaviour

Þessi vinsæla kennslubók er skrifuð af virtum fræðimönnum í markaðsfræði og nær lengra en hefðbundin sálfræðileg nálgun á neytendahegðun með því að veita raunprófaðri skilning á viðfangsefninu, sem hjálpar nemendum að átta sig á hagnýtingu bæði á einstaklings- og markaðsstigi. Fjórða útgáfan heldur sterkri áherslu á rannsóknir, einkum megindlegar aðferðir, og þjálfar nemendur á efri stigum í greinandi og gagnreyndri hugsun sem nýtist bæði í fræðilegum og hagnýtum markaðsrannsóknum.

Bókin ber ný dæmi, æfingar og rannsóknarniðurstöður, ásamt nýjustu þróun í stafrænu umhverfi. Hún hentar nemendum á efri stigum grunnnáms og í framhaldsnámi sem leggja stund á neytendahegðun, sem og doktorsnemum á því sviði. Robert East er prófessor emeritus við Kingston University London og Jaywant Singh er prófessor í markaðsfræði við Southampton Business School.

‘A serious, thoughtful consumer behaviour text that focuses on substance rather than what′s fashionable in academic circles. ’ Professor Byron Sharp, Ehrenberg-Bass Institute, University of South Australia ‘A thought-provoking text that challenges readers to consider consumer behaviour in new and refreshing ways and reflect on routine behaviours that occupy so much of daily life – buying brands, patronising stores, watching adverts, making recommendations.

’ Professor Mark Uncles, Deputy Dean, Australian School of Business, University of New South Wales Written by respected marketing academics, this popular textbook extends beyond a basic psychological approach to Consumer Behaviour by providing a more empirical understanding of the subject, helping students grasp marketing applications at both individual and market levels. The fourth edition maintains a strong focus on research, particularly quantitative methods, helping higher-level students develop analytical and evidence-based thinking for success in scholarly and industry-based marketing research.

The textbook contains new examples, exercises and research findings, along with recent advancements in the digital environment. Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour. Robert East is Emeritus Professor at Kingston University London, UK. Jaywant Singh is Professor of Marketing at Southampton Business School, University of Southampton, UK.