Synopsis
This is an introductory book on consumer behavior for students of marketing including managers and people preparing for professional examinations such as those of the Market Research Society. This updated edition includes the new themes and takes into account new research. Each chapter will end with a summary and recommendations for further study.
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From the Back Cover
"This innovative and student-friendly textbook combines theory with practical examples and illustrations to bring the study of consumer behaviour to life. I particularly like the “think boxes” which encourage students to ponder issues as they read each chapter. The inclusion of key articles also provides students with a convenient means of delving deeper into issues to gain richer insights into consumer behaviour."
—Professor David Jobber, Bradford University School of Management
"A particularly well conceived text that superbly demystifies consumer behaviour. The underpinning theory is easy to grasp and its application is so clearly shown. The book's student-centric focus is excellent."
—Professor Leslie de Chernatony, Birmingham University Business School
Consumer Behaviour is an exciting new European text written in student-friendly language and designed specifically around how students learn. Using their considerable experience, Martin Evans, Ahmad Jamal and Gordon Foxall present a concise exploration of the key aspects of the Consumer Behaviour in a lively but rigorous manner. They also include topical issues, such as Consumer Misbehaviour, and the growing trend within marketing to attempt to understand consumers through an ever-expanding range of personalized transactional and profile data.
Learning features of the text
- Full length journal articles with reflective exercises to help students engage with the academic literature on the subject and introduce different perspectives.
- Reflective questions and practical assignments at the end of each chapter.
- Full colour text illustrated with many classic and contemporary examples of advertisements, reflecting different theories and approaches.
- A wide range of illustrative examples, many pulled out in special feature boxes.
- Think boxes designed to encourage students to think about what is provided in more of an analytical and critical way and to put the issue within their personal context.
- Web links to useful external websites plus extra journal articles that students can access from the companion website.
Web support for lecturers and students
Consumer Behaviour is accompanied by a comprehensive web site at www.wiley.com/go/evans. Students will find additional journal articles, multiple choice quizzes, all the web links and an online version of the glossary. For lecturers there are suggested solutions and notes on the questions and assignments set in the text and a comprehensive selection of PowerPoint slides for each chapter, that include many of the figures, tables and advertising images used in the book.
About the Author
Martin Evans is a Senior Fellow at Cardiff Business School. He previously held professorial posts at the Universities of Portsmouth, Glamorgan and West of England. His industrial experience was with Hawker Siddeley and then as a consultant to a variety of organizations over 30 years. Martin's specialist areas include direct marketing, consumer behaviour and marketing research and information and he has over 180 publication including eight books, mostly in these areas. He is an academic prize winner at the International Marketing Communications Conference, the Academy of Marketing, the Learning and Teaching Support Network ( ITSN) and Institute of Direct Marketing. He is a Fellow of Both the Chartered Institute of Marketing and Institute of Direct Marketing.
Ahmad Jamal is a Senior Lecturer in Marketing and Strategy and the Coordinator for the Ethnic Marketing research Group at Cardiff Business School. He received his PhD in Consumer Behaviour from University of Bradford. Ahmad is a former Deputy Secretary of the Academy of Marketing UK, a member of Association of Consumer Research and a Deputy Senior Examiner for Marketing Planning at the Chartered Institute of Marketing. His research interests include cross-cultural, consumer behaviour, self-concept, service quality, brand evaluations and customer satisfaction, and he has published 15 articles in various publications. His major areas of teaching include consumer behaviour, advertising and other forms of marketing communications.
Gordon Foxall is Distinguished Research Professor at Cardiff University. His chief research interests lie in psychological theories of consumer choice and consumer innovativeness and their relationships to marketing management and strategy. He has published some 16 books and over 250 articles and papers on these and related themes and has previously held professorial appointments at the Universities of Strathclyde, Birmingham and Keele. He is a Fellow of both the British Psychological Society (FBPsS) and the British Academy of Management (FBAM) and was recently elected an Academician by the Academy of Learned Societies for the Social Sciences (AcSS).
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