Consumer Behaviour: Understanding Consumers in a Digital Landscape - Hardcover

Pelet, Jean-Eric

Hardcover

ISBN 10: 1398618640 ISBN 13: 9781398618640

Publisher: Kogan Page, 2025

Synopsis

<p><b>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.</b><br> <b><br> <i>Consumer Behaviour </i></b>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.<br><br> Features include:<br>- Chapters on the psychological and social dynamics of consumer behaviour and the scientific foundations of learning and memory in brand engagement.<br>- 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.<br>- Ethical considerations of the digital consumer landscape, including privacy and data concerns. <br>- Learning outcomes, key terms, a glossary and exercise questions international examples throughout, to help develop critical thinking.</p>

About this title

About the Author

<b>Jean-Eric Pelet </b>is an Associate Professor at IAE Amiens (France). He leads the Consumer Behaviour teaching at Masters level at IAE Amiens, IAE Vannes, EM Normandie, PBS and EMLV. He is also a visiting professor both in France and abroad in England, Poland, Finland, Switzerland and Thailand.

Edition details

• Publisher: Kogan Page
• Publication date: 2025
• Language: English
• ISBN 10: 1398618640
• ISBN 13: 9781398618640
• Binding: Hardcover
• Edition number: 1
• Number of pages: 344