Consumer Behaviour

Jean-Éric Pelet ()
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Jean-Éric Pelet: IAE - IAE AMIENS

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Abstract: With this book students will learn the concepts, theories and processes of consumer behaviour and how to apply them in a digitalized and competitive business landscape. Consumer Behaviour combines theoretical underpinnings with real-world practice to provide comprehensive, up-to-date coverage of the subject. It explores how consumer behaviour has evolved with the influence of technology, personalization and sustainability on perception and decision-making. This textbook is ideal for postgraduate students taking modules on consumer behaviour as part of their Marketing degrees. Features include: Chapters on the psychological and social dynamics of consumer behaviour and the scientific foundations of learning and memory in brand engagement l Examination of the role of AR/VR and the metaverse in retail experiences, live streaming and voice commerce as well as quantum computing and the importance of good XU design l Ethical considerations of the digital consumer landscape, including privacy and data concerns l Learning outcomes, key terms, a glossary and exercise questions as well as international examples throughout to help develop critical thinking

Keywords: business models; marketing strategy; consumer behavior; digital (search for similar items in EconPapers)
Date: 2025-03-03
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Published in Kogan Pages, 2025, 9781398618619

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05179073

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