Consumer behaviour
著者
書誌事項
Consumer behaviour
Cengage Learning Australia, 2021
2nd Asia-Pacific ed
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注記
Other authors: Deborah J. MacInnis, Rik Pieters, Eugene Chan, Gavin Northey
Includes index
内容説明・目次
内容説明
The text explores new examples of consumer behaviour using case studies, advertisements and brands from Australia and the Asia-Pacific region.
The authors recognise the critical links to areas such as marketing, public policy and ethics, and cover the importance of online consumer behaviour with content on how social media and evolving technologies are changing the way marketers understand consumers.
Examine 'Marketing Implications' to learn how theoretical concepts are used in practice, and challenge yourself to think about how marketing decisions impact consumers as you begin to analyse consumer behaviour with cases featuring extensive Australian and international examples.
目次
Part 1 An introduction to consumer behaviour
1 Understanding consumer behaviour
A1 Appendix: Conducting research in consumer behaviour
Part 2 The psychological core
2 Motivation, ability and opportunity
3 From exposure to comprehension
4 Memory and knowledge
5 Attitudes and persuasion
Part 3 The process of making decisions
6 Problem recognition and information search
7 Judgement and decision making
8 Post-decision processes
Part 4 The consumer s culture
9 Social influences on consumer behaviour
10 Consumer diversity
11 External and internal influences on consumer behaviour
Part 5 Consumer behaviour outcomes and issues
12 Innovations: adoption, resistance and diffusion
13 Symbolic consumer behaviour
14 Marketing, ethics and social responsibility in today s consumer society
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