Consumer Behaviour: A European Perspective by by Michael R. Solomon, Gary Bamossy, & 2 more
The book links in consumer behaviour theory with the real life problems faced by practitioners. The unique five-part micro-to-macro wheel structure also provides a multi-disciplinary approach, including the latest data to profile European consumers.
Part A opens with an overview chapter of the book and the discipline of consumer behaviour
Part B, ‘How consumers see the world and themselves’ considers the consumer at the most micro level.
Part C, ‘Consumers as decision-makers’
Part D, ‘European consumers and their social groups’
Part E , ‘Culture and European consumers’, completes the picture as it examines marketing’s impact on mass culture.
Table of Contents:
Chapter 1: An introduction to consumer behaviour
Chapter 2: A consumer society
Chapter 3: Shopping, buying and evaluating
Chapter 4: Perception
Chapter 5: The self
Chapter 6: Motivation, values and lifestyle
Chapter 7: Learning and memory
Chapter 8: Attitudes
Chapter 9: Individual decision-making
Chapter 10: Groups and social media
Chapter 11: European family structures, household decision-making and age cohorts
Chapter 12: Income and social class
Chapter 13: Culture and consumer behaviour
Chapter 14: Cultural change processes
Chapter 15: Consumption and cultural differences
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