Project Description
Consumer Behaviour, 1st Edition
Ruvio, Iacobucci, Melnyk, Campbell
Interactive E-Text: 9781394328062, Print: 9781394328079
Consumer Behaviour offers a concise and focused narrative that simplifies complex consumer behaviour concepts, presenting the subject in a clear and accessible way, specifically designed for students in marketing. It emphasises practical applications and contemporary issues, such as the impact of social media and global trends, with Australian and New Zealand examples and case studies integrated throughout to ensure relevance to local students and provide a deeper understanding of key consumer behaviour principles.
Available in our low-cost subscription platform, Wiley Business Now. It also includes an Instructor Resource Toolkit and is supported by our local Wiley team.
Table of Contents
1.2 Attitudes
1.3 Can marketers change consumers’ attitudes?
Summary
Key terms
Exercises
Endnotes
Acknowledgements
2.1 Introduction
2.2 Successful businesses provide solutions
2.3 Consumer-centric strategy
2.4 What to offer consumers: a unique value proposition
2.5 Finding the right consumer: segmentation, targeting and positioning
2.6 How to get the product to the consumer: the marketing mix
Summary
Key terms
Exercises
End notes
Acknowledgements
3.1 Introduction
3.2 Listening to consumers as a marketing strategy
3.3 Kinds of marketing research data
3.4 Big data
Summary
Key terms
Exercises
End notes
Acknowledgements
4.2 Consumer decision making
4.3 Inside the black box
4.4 Making decisions about a new product
Summary
Key terms
Exercises
End notes
Acknowledgements
5.2 Understanding post purchase behaviour
5.3 Consumer loyalty
5.4 Loyalty rewards programs
5.5 Word-of-mouth messages and complaints
5.6 Disposal of products
Summary
Key terms
Exercises
End notes
Acknowledgements
6.2 The irrational consumer
6.3 Heuristics and cognitive processing
6.4 Importance and difficulty in the purchasing decision
6.5 Heuristics and potential decision-making biases
6.6 Situational factors
Summary
Key terms
Exercises
End notes
Acknowledgements
7.2 Motivation
7.3 Emotions
Summary
Key terms
Exercises
End notes
Acknowledgements
8.2 How consumers view the world
8.3 The perceptual process
8.4 How marketers use information on consumer perception?
Summary
Key terms
Exercises
End notes
Acknowledgements
9.2 Consumer behaviour
9.3 Memory
Summary
Key terms
Exercises
End notes
Acknowledgements
10.2 Attitudes
10.3 Can marketers change consumers attitudes?
Summary
Key terms
Exercises
End notes
Acknowledgements
11.2 Personality
11.3 Theories of personality
11.4 Self-concept
Summary
Key terms
Exercises
End notes
Acknowledgements
12.2 Reference groups
12.3 Different bases of reference groups
12.4 How subcultures work
Summary
Key terms
Exercises
End notes
Acknowledgements
13.2 Going global?
13.3 Exploring global options
13.4 Selecting a global market to enter
13.5 Deciding how to enter the market
13.6 Deciding on the marketing mix: how do we market and communicate with these new consumers?
13.7 Developing global brands
Summary
Key terms
Exercises
End notes
Acknowledgements
14.2 Social media in the context of marketing strategy
14.3 Social networks and influencers
Summary
Key terms
Exercises
End notes
Acknowledgements
15.2 ‘Do good’ as a strategic decision
15.3 Corporate social responsibility
15.4 Ethics
15.5 Ethics and marketing
15.6 Ethics and marketing for companies
Summary
Key terms
Exercises
End notes
Acknowledgements
Authors
Ayalla Ruvio
Dawn Iacobucci
Valentyna Melnyk
Pauline Campbell
Explore our content
Designed specifically for marketing students, this textbook highlights the practical relevance of understanding consumer actions and decisions.
It provides a comprehensive overview of key consumer behaviours, focusing on contemporary issues such as the impact of social media, global consumer trends, and the ethical aspects of consumer behaviour. The content is enriched with Australian and New Zealand examples, making it highly relatable and directly applicable to local contexts.
The latest edition introduces a fresh, evidence-based approach, emphasising the effective use of social media and the ethical challenges in consumer behaviour. Students can further enhance their learning with a variety of digital resources, including interactive case studies and real-world examples, ensuring an engaging and relevant learning experience.
What’s in Consumer Behaviour, 1st Edition:
- Consumer Behaviour Coverage: Offers a clear, concise narrative that simplifies complex consumer behaviour concepts while emphasising practical applications and contemporary issues like social media impact and global trends.
- Local Relevance with ANZ Examples: Incorporates Australian and New Zealand examples throughout, ensuring content is directly applicable to local students and reflecting the region’s consumer behaviour trends.
- Ethics & Social Media Focus: Explores the ethical aspects of consumer behaviour, with a focus on the role of social media and its influence on consumer decisions.
- Global & Local Consumer Trends: Discusses the influence of global consumer behaviours, integrating both local and international trends to provide a well-rounded perspective on contemporary consumer issues.
- Updated Pedagogical Approach: The latest edition features a fresh, research-based approach, designed to engage students with real-world examples and interactive case studies.
- Digital Learning Tools: Supports learning with digital resources, including interactive case studies, real-world examples, and multimedia content, enhancing the student learning experience.
Take a closer look:
Interactives and Key Features
Available as a digital eText or printed textbook, this title enables every student to master concepts and succeed in assessment. Lecturers are supported with an extensive, easy-to-use teaching and learning package.
Featured within this text is a clear, concise narrative that simplifies complex consumer behaviour concepts, while emphasising practical applications and contemporary issues such as the impact of social media and global trends.
Consumer behaviour coverage
This feature includes a video presentation followed by a set of questions designed to assess your understanding of the concepts covered in the video.
Interactive concept review
Highlights the ethical aspects of consumer behaviour, encouraging students to critically evaluate ethical decision-making.
Ethics focus
The ‘Do the Right Thing’ boxed feature highlights ethics and values in marketing and consumer behaviour, helping students develop ethical awareness and decision-making skills by exploring real-world examples and frameworks relevant to their future careers.
Featured: Do the right thing
Explores the growing influence of social media on consumer behaviour, helping students understand its role in shaping decisions and modern marketing strategies.
Social media influence
Our digital eText features end-of-chapter multiple-choice quizzes that provide instant feedback, helping to reinforce understanding and support learning.
Concept check questions (eText)
Students can personalise their eText by highlighting and taking notes, as well as other useful features including read aloud.
Personalisation features (eText)
Access Options
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Instructor Resource Toolkit
Our Instructor Resource Toolkit is designed to seamlessly integrate the text content into your teaching, saving you time and boosting student engagement. It includes a variety of customisable tools, guides and assessment.*
Pre-made PowerPoint slides save you time in your course set-up, while the ability to customise the content means you can build it to suit your courses learning outcomes.
Access to a comprehensive LMS-ready test bank. This collection of customisable exam and quiz questions are designed to assess students’ understanding of key concepts and learning objectives.
Local Wiley Support
This text is proudly published and supported by a local team dedicated to enriching learning experiences for ANZ based students and instructors.
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*The Instructor Resource Toolkit is only available to educators in Australian, New Zealand & Pacific Universities. Our team will verify all requests for access. Once your request is verified, you will be able to login and download the resources from the Instructor Companion site. *All prices on this page are AUD