Consumer Behaviour

Consumer Behaviour, 7th Edition offers a comprehensive and engaging introduction to the study of consumer actions in today’s dynamic market. Authored by Michael R. Solomon, Margaret Hogg, Soren Askegaard, and Gary Bamossy, this textbook combines clear, reader-friendly explanations with contemporary insights to support students in grasping the complexities of modern marketing. Designed with the needs of second and third-year undergraduates as well as Master's students in mind, it serves both as an academic resource and a practical guide to understanding consumer decision-making. The text is enriched with a variety of case studies and examples, primarily drawing on European market trends to illustrate essential concepts while also considering global perspectives. Special feature boxes highlight critical topics, such as marketing challenges and opportunities, and provide expert commentary on the evolving influence of digital media, social networks, and sustainable consumption. With its updated content and real-world applications, Consumer Behaviour bridges theory and practice, empowering readers to navigate the intricate world of contemporary consumer dynamics.