Consumer Behaviour (eBook)

Understanding Consumers in a Digital Landscape

Jean-Eric Pelet (Autor)

eBook Download: EPUB

2025
344 Seiten
Kogan Page (Verlag)
978-1-3986-1862-6 (ISBN)

Infos

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.

Produkt-Details

• Erscheint lt. Verlag: 3.3.2025
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• ISBN-10: 1-3986-1862-4 / 1398618624
• ISBN-13: 978-1-3986-1862-6 / 9781398618626