Consumer Behavior in Practice

Aimed at marketing students and practitioners, this book places less emphasis on theory but, instead, helps readers to understand why their customers are acting in a certain way or why their marketing activities or initiatives are not (or are) working out.

The text examines the relevance of consumer behavior in such marketing topics as advertising and pricing, with topical chapters such as the sharing economy, luxury consumer behavior, and the ideological consumer. Each chapter includes boxes that highlight theory in greater depth; show how the concepts discuss "work" in actual practice; and the relevance of digital and social media marketing.

This book will prove useful to those looking for a greater understanding of how consumer behavior provides greater insight about marketing activities.

Introduction to This Text.- PART 1.- Chapter 1: Consumer Decision Making Strategies.- PART 2.- Chapter 2: Advertising.- Chapter 3: Pricing.- Chapter 4: Brand Loyalty.- Chapter 5: Emotional Marketing.- PART 3.- Chapter 6: Luxury Consumer Behavior.- Chapter 7: Digital Consumer Behavior.- Chapter 8: The Ideological Consumer.- Chapter 9: Cross-Cultural Consumer Behavior.- PART 4.- Chapter 10: Consumer Behavior in the Sharing Economy.- Chapter 11: Sustainable Consumer Decision-Making.- Chapter 12: Consumer Behavior During a Brand Crisis.- PART 5.- Consumer Behavior in the Future.