About the Book

“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 Sharp, Ehrenberg-Bass Institute, University of South Australia.

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:

• Increased accessibility for a truly international readership
• Fully updated with contemporary, global examples and case studies
• Further coverage of cross-cultural comparison, including a new chapter on Consumer Differences which also incorporates age and gender differences

This textbook is essential reading for postgraduate students (MA, MSc, MBA) taking courses in consumer behaviour and undergraduate students specialising in consumer behaviour.

About the Authors

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.