Consumer Behaviour

Consumer Behaviour presents a comprehensive and engaging exploration of how seminal theories and cutting-edge research in behavioural, psychological, and sociological approaches converge to shape the decisions of today’s consumers. In this second edition, authors Maria Piacentini and Isabelle Szmigin blend established theoretical frameworks with contemporary research insights, illustrating their impact on modern marketing practices. The text has been significantly updated to include expanded discussions on digital consumption and online consumer behaviour. Emerging topics such as social media research, online group buying, and perspectives on online privacy are closely examined alongside sustainability and ethical considerations, including issues like deceptive packaging, Fairtrade practices, and ethically-conscious fashion. Enhanced with extended cases and a wealth of international examples - from interactive advertising on Snapchat to culturally reflective branding strategies - each chapter offers practical features such as Practitioner Insights, Consumer Insights, and Research Insights. These elements encourage readers to engage with real-world applications, emphasizing the relevance of consumer behaviour theories in informed marketing and business decision-making.