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Consumer Behaviour

Consumer Behaviour

Fourth Edition
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Consumer Behaviour | Marketing

September 2020 | SAGE Texts
A rigorous yet informal companion for students of international consumer behaviour focusing on sociological and psychological aspects of the subjects. 

Academically rigorous yet informal in style, this unique textbook focuses on examples of international consumer behaviour in action and provides a wealth of resources to encourage student engagement and understanding. This book strikes a balance between sociological and psychological aspects of consumer behaviour and features coverage of social media, digital consumption and up-to-date marketing practices. A must-have companion for students studying consumer behaviour and buyer behaviour, this book will also strike a chord with practicing managers and marketing executives.

Key Features:

• Contemporary cases and global examples of consumer behaviour in industries including fashion, travel and technology

• Pedagogical feature exploring the experiential role of brands in consumers’ lives today titled ‘Brand Experiences’

• Exclusive chapter on sustainable consumption in this era of climate change and sustainability challenges

• Online resources featuring a range of tools and materials for instructors and students, including PPT slides, Instructor manual, selected video links, suggestions for further reading and much more
Preface to the Fourth Edition
Using This Book
PART I Consumer Behaviour in Context
Understanding Consumer Behaviour
Decisions, Behaviours and Interactions
Innovation and Digital Technologies
Consumption in B2C vs. B2B
Consumer Journeys through the World of Technology
PART II Consumers as Individuals (The Psychological Issues)
Drive, Motivation and Hedonism
The Self and Personality
Learning and Knowledge
Attitude Formation and Change
PART III Consumers as Social Actors (The Sociological Issues)
Reference Groups
Age, Gender and Familial Roles
Culture and Social Mobility
Ethical Consumption
Sustainable Consumption


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: 9789353885366