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Consumer Behaviour

Consumer Behaviour
Applications in Marketing

Second Edition
Additional resources:

Other Titles in:
Consumer Marketing

352 pages | SAGE Publications Ltd

Electronic Inspection Copy available to instructors here

What's the best day to advertise groceries? Does a lookalike damage the brand it mimics? Do your long-term customers recommend you more than others? How damaging is negative word of mouth? Should retailers use 9-ending prices? These are some of the fascinating questions you will explore in this text.

The text is written by respected marketing academics across the globe with a strong focus on the use of research to help higher-level students develop analytical and evidence-based thinking in marketing. It extends beyond a psychological approach to provide an empirical understanding of the subject for success in industry roles or further research in the field, and takes into consideration not just the individual but the market environment.

New to this second edition:

- Fully updated with contemporary, global examples and case studies to encourage an international readership

- Further coverage of cross-cultural comparison, including a new chapter on Consumer Differences which also incorporates age and gender differences

- Study features such as exercises, questions/answers, and a fully updated companion website with lecturer and student resources - 

This textbook is essential reading for postgraduate students (MA, MSc, MBA) taking courses in consumer behaviour and undergraduate students specialising in consumer behaviour.

Visit the Companion Website at  

Chapter 1: Ideas and Explanations in Consumer Research
Chapter 2: Customer Loyalty
Chapter 3: Brand Knowledge, Brand Equity and Brand Extension
Chapter 4: Stationary Markets
Chapter 5: Market Dynamics
Chapter 6: Consumer Group Differences
Chapter 7: Predicting and Explaining Behaviour
Chapter 8: Information Processing and Decision-Making
Chapter 9: Consumer Satisfaction and Quality
Chapter 10: Consumer Response to Price and Sales Promotions
Chapter 11: The Retail Context
Chapter 12: Word-of-Mouth Influence
Chapter 13: The Response to Advertising


'A thought-provoking text that challenges readers to consider consumer behaviour in new and refreshing ways. The approach is distinctive. Readers are encouraged to reflect on their own experiences, as well as appreciate the insights provided by scholarship in psychology, sociology and marketing science. The authors not only discuss complex, one-off decisions, but also help us to understand routine behaviours that occupy so much of daily life - buying brands, patronising stores, watching adverts, making recommendations' -
Professor Mark Uncles
Deputy Dean, Australian School of Business, University of New South Wales, Sydney

'A serious, thoughtful consumer behaviour text, that focuses on substance rather than what's fashionable in academic circles' -
Professor Byron Sharp
University Ehrenberg-Bass Institute, University of South Australia

This is a wonderfully clear and engaging text that weaves psychology, consumer behaviour and marketing together into a compelling synthesis. Well-researched, with good presentation and a comprehensive coverage.

Dr Marco Cinnirella
Department of Psychology, Royal Holloway, University of London
September 14, 2015

Strong support material
Moves beyond the Fundamentals

Ms laura dargan
Business, Limerick Institute of Technology
July 23, 2015

Too advanced for my students

Mrs Susan Aherne
School of Business, Hertfordshire University
February 19, 2015


Mr Kirk Plangger
The Department Of Management, King's College London
February 18, 2015

Provides extensive insight into the application and comprehension of the psychology of buying products and services.

Mrs Lisa Rees
Business School, OLC Europe
November 11, 2014

I have used it this year in my lectures and I will recommend it for next year to my students.

Business Administration and Marketing, Jaume I University
February 21, 2014

I have recently being appointed lecturer in Consumer Behaviour at the University of Newcastle (UK) and I intend to use this book as either essential or recommended. I have not prepared the module yet, but this book will certainly feature.
I think the book is really good, because it covers a wide range of issue on the subject in simple yet very formal way. I really enjoyed reading both the theory and the practical components of the book, and the marketing perspective makes really usable for students even after the completion of their studies.

Dr Luca Panzone
Economics , University of Manchester
February 17, 2014

I have chosen a different text

Dr Joseph Vella
cor, University of Malta
February 11, 2014

Insightful and easy to comprehend

Mr Daniel Hagan
Department of Management & Leadership, University of Ulster, London Campus
January 2, 2014

Sample Materials & Chapters

Chapter 12: Word-of-Mouth Influence

Robert East

Robert East is emeritus professor at Kingston Business School, Kingston University London and adjunct professor at the Ehrenberg-Bass Institute of the University of South Australia. He trained as a social psychologist and is a postgraduate of London Business School. His research has mainly focused on word-of-mouth patterns where his new evidence has shown that some widely-held beliefs are mistaken. As a teacher of consumer behaviour, he has been keen to deliver knowledge that is useful to students while not over simplifying the subject. More About Author

Malcolm Wright

Malcolm Wright is professor of marketing at Massey University, New Zealand, and adjunct professor at the Ehrenberg-Bass Institute of the University of South Australia. He applies empirical principles to marketing problems and has made interrelated discoveries about brand loyalty, the use of probability scales, new product forecasting and optimizing the advertising budget. He has also published many articles critically examining the foundations of popular marketing knowledge. More About Author

Marc Vanhuele

Marc Vanhuele holds a PhD from UCLA and is professor of marketing at HEC Paris. As expert in consumer information processing, his research focuses on how consumers treat price information. A second field of research is how marketing managers can improve their decision making through better use of quantitative information on the consumer’s mind-set. His research has been published in the leading academic journals. He also works as consultant to consumer goods and market research companies. More About Author