Understanding the Consumer is a core text for students of consumer or buyer behaviour. It looks at the subject from a psychological perspective and psychological themes that cross different areas are highlighted - such as personality patterns and lifestyle effects on shopping behaviour. The book is very student-friendly. It avoids jargon and attempts through examples and illustrations to put across just how interesting a subject this can be. The writing is lively and provocative, taking a slightly more sceptical and irreverent view of the subject than many texts in the area. At the end of each chapter there is an annotated further reading list and a selection of questions for discussion.
Inhaltsverzeichnis
List of Figures.- List of Tables.- Preface.- Acknowledgements.- PART 1: THE CONSUMER IN CONTEXT People as Consumers; Market Segmentation; New Products and Innovations.- PART 2: THE INDIVIDUAL PERSPECTIVE Perception; Personality; Learning; Motivation.- PART 3: THE SOCIAL PERSPECTIVE Family Influences; Social and Developmental Influences; The Influence of Small Groups; The Influence of Social Class; Cultural Influences; Attitudes.-PART 4: CONSUMER DECISION MAKING Communication and Persuasion; Approaching a Decision; The Decision and Its Consequences; The Organization as Purchaser.- PART 5: CONSUMERISM Consumer Awareness; The Future Consumer.
