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Consumer Behaviour

Consumer Behaviour

Fourth Edition

Other Titles in:
Consumer Behaviour | Marketing

March 2019 | 576 pages | SAGE Publications Ltd

Informal yet academically rigorous in style, this fun textbook focuses on examples of international consumer behaviour in action, and provides open access online resources to encourage student engagement and understanding.


The book strikes a balance between sociological and psychological aspects of consumer behavior and features coverage of social media, digital consumption and up to date marketing practice.

New to this edition:

  • Fully updated cases and global examples of consumer behaviour in industries including fashion, travel and technology
  • A new feature exploring the experiential role of brands in consumers’ lives today titled ‘Brand Experiences’
  • A brand new chapter on sustainable consumption for this era of climate change and sustainability challenges

Online resources complement the book, featuring a range of tools and resources for lecturers and students, including PowerPoint slides, an Instructor manual as well as selected videos to make the examples in each chapter come to life.


Suitable reading for undergraduate marketing students studying consumer behavior, international consumer behaviour and buyer behavior.

Part One: Consumer Behaviour in Context
Chapter 1: Understanding Consumer Behaviour
Chapter 2: Decisions, Behaviours and Interactions
Chapter 3: Innovation and Digital Technologies
Chapter 4: Consumption in B2C vs. B2B
Chapter 5: Consumer Journeys Through the Gardens of Technology
Part Two: Consumers as Individuals (The Psychological Issues)
Chapter 6: Drive, Motivation and Hedonism
Chapter 7: The Self and Personality
Chapter 8: Perception
Chapter 9: Learning and Knowledge
Chapter 10: Attitude Formation and Change
Part Three: Consumers as Social Actors (The Sociological Issues)
Chapter 11: Reference Groups
Chapter 12: Age, Gender and Familial Roles
Chapter 13: Culture and Social Mobility
Chapter 14: Ethical Consumption
Chapter 15: Sustainable Consumption

Sample Materials & Chapters

Ch. 3: Innovation and Digital Technologies

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Zubin Sethna

Dr Zubin Sethna is currently Principal Lecturer (Associate Professor) in Entrepreneurial Marketing at Regent’s University London. He has successfully launched five businesses and as Managing Consultant at Baresman Consulting, he has integrated marketing/consumer behavioural strategy with management consultancy and training for numerous organisations both in the UK and internationally, and across a variety of industry sectors. He is Editor-in-Chief of the internationally respected Journal of Research in Marketing and Entrepreneurship (JRME) and is also a reviewer for a variety of leading marketing and business journals, including the... More About Author

Jim Blythe

Jim Blythe is Visiting Professor of Marketing at University of Plymouth, UK. Jim Blythe has been a Merchant Navy officer, a ladies hairdresser, a business consultant, a rock musician, a truck driver, a company director and an award-winning playwright all before becoming an academic – he always planned on having a varied life and likes learning new skills. Currently he is trying to learn to grow vegetables (with limited success...), but he has a pilot’s licence and has learned to play drums in a samba band, so the beat goes on. Jim has written 18 books, over 50 journal articles, and has contributed chapters to 8 other books. He has... More About Author

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ISBN: 9781526450012
ISBN: 9781526450005