What's the best day to advertise groceries? Does a lookalike damage the brand it mimics? Do your long-term customers recommend you more than others? How damaging is negative word of mouth? Should retailers use 9-ending prices? These are some of the fascinating questions you will explore in this text.
The text is written by respected marketing academics across the globe with a strong focus on the use of research to help higher-level students develop analytical and evidence-based thinking in marketing. It extends beyond a psychological approach to provide an empirical understanding of the subject for success in industry roles or further research in the field, and takes into consideration not just the individual but the market environment.
New to this second edition:
- Fully updated with contemporary, global examples and case studies to encourage an international readership
- Further coverage of cross-cultural comparison, including a new chapter on Consumer Differences which also incorporates age and gender differences
- Study features such as exercises, questions/answers, and a fully updated companion website with lecturer and student resources - www.sagepub.co.uk/east2e
This textbook is essential reading for postgraduate students (MA, MSc, MBA) taking courses in consumer behaviour and undergraduate students specialising in consumer behaviour.
PART 1 INTRODUCTION Chapter 1: Ideas and Explanations in Consumer Research PART 2 CONSUMPTION PATTERNS Chapter 2: Customer Loyalty Chapter 3: Brand Knowledge, Brand Equity and Brand Extension Chapter 4: Stationary Markets Chapter 5: Market Dynamics Chapter 6: Consumer Group Differences PART 3 EXPLAINING DECISION-MAKING Chapter 7: Predicting and Explaining Behaviour Chapter 8: Information Processing and Decision-Making Chapter 9: Consumer Satisfaction and Quality PART 4 MARKET RESPONSE Chapter 10: Consumer Response to Price and Sales Promotions Chapter 11: The Retail Context Chapter 12: Word-of-Mouth Influence Chapter 13: The Response to Advertising
'A thought-provoking text that challenges readers to consider consumer behaviour in new and refreshing ways. The approach is distinctive. Readers are encouraged to reflect on their own experiences, as well as appreciate the insights provided by scholarship in psychology, sociology and marketing science. The authors not only discuss complex, one-off decisions, but also help us to understand 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, Sydney
'A serious, thoughtful consumer behaviour text, that focuses on substance rather than what's fashionable in academic circles' -
Professor Byron SharpUniversity Ehrenberg-Bass Institute, University of South Australia
Robert East is professor of consumer behaviour in the marketing department of Kingston Business School, London. He trained as a social psychologist and is a postgraduate of London Business School. His research has mainly focused on word-of-mouth patterns, where his new evidence has shown that some widely-held beliefs are mistaken. As a teacher of consumer behaviour, he has been keen to deliver knowledge that is useful to students while not over-simplifying the subject. This book reflects both his iconoclastic research and his commitment to a curriculum that is both intellectual and useful. Malcolm Wright is professor of marketing at Massey University and adjunct professor at the Ehrenberg-Bass Institute of the University of South Australia. He applies empirical principles to marketing problems and has made interrelated discoveries about brand loyalty, the use of probability scales, new product forecasting, and optimizing the advertising budget. He has also published many articles critically examining the foundations of popular marketing knowledge. Marc Vanhuele holds a PhD from UCLA and is Associate Professor of Marketing at HEC Paris. He has taught in MBA, Master of Science, executive and doctoral programs on the topics of market orientation, consumer behavior, pricing, and communication. He also serves as consultant to consumer goods and market research companies. His research focuses on two different areas: how consumers deal with price information and how a new use of marketing metrics can help managers making better decisions.