"Consumer Behaviour, European Edition" offers students a multi-disciplinary approach focusing on the cultural aspects of Consumer Behaviours, as well as the individual. The subject of this book is people's acquisition, use, and disposal of products, services, ideas, and experiences - their behavior as consumers. The first chapter of this book introduces students to the study of consumers, describing the broad range of consumer activities in daily life. Next, the book outlines what is meant by consumer behavior and outline different ways to study consumers. These approaches are based in basic disciplines such as anthropology, economics, sociology, and psychology, which sets it apart from other titles in the area. Finally, the book addresses the question of why it's important to study consumers, highlighting managerial, personal, and policy-oriented reasons. The structure of the book has been changed to reflect the structure of most courses - i.e. progression from psychological to sociological, while maintaining a strong emphasis on Cultural aspects. This work includes unique coverage of anthropology, economics, sociology, and psychology to show the different approaches that can be used to study consumer Behaviours. The text offers well-structured, well-balanced coverage of the core topic areas in Consumer Behaviour in a manageable length that can be used by lecturers and read by students in the typical course length. It includes coverage of the following: Deviant Consumption, European legal issues, Neo-tribalism, Group consumption. It includes European cases and examples offering students recognizable real world examples to help them apply the theories.
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