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.
Eugene Y. Chan is an Associate Professor of Marketing in the Ted Rogers School of Management at Toronto Metropolitan University, Canada. He uses experimental and survey methods and draws on theories from diverse disciplines in the social sciences to study how consumers make choices, judgments, and decisions in the marketplace, in organizations, and in society. He is co-author of an undergraduate textbook on consumer behavior focused on Australia and the Asia-Pacific.
