Consumer Behaviour (7^th Ed.) A European Perspective

Get into the contemporary European Consumer mindset with this industry-leading text.

Consumer Behaviour: A European Perspective, 7^th Edition is the latest version of this market-leading textbook, providing the most comprehensive and engaging introduction to the field in Europe and around the world.

Well known for its accessible, reader-friendly writing style and contemporary approach, this textbook is ideal for Second and Third-Year Undergraduates, as well as Master's students who study relevant courses.

The latest version includes new examples and case studies from the European consumer viewpoint, aiming to retain the content's character. The extensive European material also comprises a number of extra advertisements that will help you study the different theoretical characteristics of marketing applications.

The book does not limit knowledge to the European market, however: it also discusses the broader global consumer scene, with American and other non-European examples illustrating various similarities and differences.

Key features include:

• 'Marketing Opportunity', 'Marketing Pitfalls', and 'Multicultural Dimensions' Boxes throughout the text illustrate the impact of Consumer Behaviour on marketing activities.
• 'Consumer Behaviour as I See It' Boxes feature marketing academics talking about the relevance of Consumer Behaviour issues in their everyday work.
• Brand new Case studies about European companies and topics offer a better insight into the world of Consumer Behaviour.
• New coverage of sustainable consumption and emerging technologies is integrated into the text.
• Extensive analysis of the new world of digital consumers, social media, and online behaviour.

From theory to practice, this ultimate guide on Consumer Behaviour will support your understanding and critical thinking skills, offering the tools necessary to get into the contemporary European consumer mindset and excel in the field.

Michael R. Solomon, Ph.D., is a Professor of Marketing in the Haub School of Business at Saint Joseph's University in Philadelphia.

Søren Askegaard, Ph.D., is a Professor of Consumption Studies at the University of Southern Denmark.

Margaret K. Hogghold, Ph.D., is the Chair of Consumer Behaviour and Marketing in the Department of Marketing at Lancaster University Management School (LUMS)

Gary J. Bamossy, Ph.D., is a Clinical Professor of Marketing at the McDonough School of Business, Georgetown University, in Washington DC.

Hallmark Features of This Title

A series of pedagogical features seamlessly woven into the text.

• Reader-friendly style aiming to retain the content's European character and contemporary approach.
• 'Marketing Opportunity', 'Marketing Pitfalls', and 'Multicultural Dimensions' Boxes throughout the text illustrate the impact of Consumer Behaviour on marketing activities.
• The Chapter Objectives at the beginning of each chapter set learning expectations for your students.

Links of consumer behaviour theory with real-life cases.

• An array of examples from the European Consumer perspective retain the content relevance to European audiences.
• 'Consumer Behaviour as I See It' Boxes feature marketing academics talking about the relevance of Consumer Behaviour issues in their everyday work.