Consumer Behaviour
Applications in Marketing
THIRD EDITION

Robert East - Kingston University
Jaywant Singh - Kingston University Business School, London
Malcolm Wright - Massey University, New Zealand
Marc Vanhuele - HEC School of Management



Extending beyond a basic psychological approach to Consumer Behaviour, this text provides an empirical understanding of the subject and will be of particular appeal to those of the Ehrenberg-Bass tradition and those who view Marketing as a science.

The third edition maintains a strong focus on the use of research, helping students to develop analytical and evidence-based thinking in marketing and to take into consideration not just the individual but also the marketing environment. New examples and research findings have been included with special attention paid to the digital environment, including online consumer behaviour and research.

Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour.

CONTENTS

PART 1 - INTRODUCTION
  Chapter 1: Ideas and Explanations in Consumer Research  
PART 2 - CONSUMPTION PATTERNS
  Chapter 2: Customer Loyalty
  Chapter 3: Brand Knowledge, Brand Equity and Brand Extension
  Chapter 4: Stationary Markets
  Chapter 5: Market Dynamics
  Chapter 6: Consumer Group Differences  
PART 3 - EXPLAINING DECISION-MAKING
  Chapter 7: Predicting and Explaining Behaviour
  Chapter 8: Information Processing and Decision-Making
  Chapter 9: Consumer Satisfaction and Quality  
PART 4 - MARKET RESPONSE
  Chapter 10: Consumer Response to Price and Sales Promotions
  Chapter 11: The Retail Context
  Chapter 12: Word-of-Mouth Influence
  Chapter 13: The Response to Advertising

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