Consumer behaviour : understanding consumers in a digital landscape
Pelet, Jean-Eric,
Consumer behaviour : understanding consumers in a digital landscape / Jean-Eric Pelet. - First editon - xv, 325 pages, illustrations
Understanding consumer behaviour in the digital age —
The new era of consumer needs and motivations —
Psychological and social dynamics in consumer behaviour —
The science of digital learning and memory —
Building brand loyalty in the digital age —
The consumer decision making process —
Advancing consumer experiences in the digital world —
The power of online communities and social influence —
Ethical considerations in the consumer landscape —
The future of consumer behaviour in the digital era.
With this textbook, 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 impact 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.- 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 UX design.- Ethical considerations of the digital consumer landscape, including privacy and data concerns. - Learning outcomes, key terms, a glossary and exercise questions international examples throughout, to help develop critical thinking.
9781398618619
2025931359
Consumer behavior
Digital environment
Branding (Marketing)--Social aspects
Consumer behaviour : understanding consumers in a digital landscape / Jean-Eric Pelet. - First editon - xv, 325 pages, illustrations
Understanding consumer behaviour in the digital age —
The new era of consumer needs and motivations —
Psychological and social dynamics in consumer behaviour —
The science of digital learning and memory —
Building brand loyalty in the digital age —
The consumer decision making process —
Advancing consumer experiences in the digital world —
The power of online communities and social influence —
Ethical considerations in the consumer landscape —
The future of consumer behaviour in the digital era.
With this textbook, 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 impact 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.- 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 UX design.- Ethical considerations of the digital consumer landscape, including privacy and data concerns. - Learning outcomes, key terms, a glossary and exercise questions international examples throughout, to help develop critical thinking.
9781398618619
2025931359
Consumer behavior
Digital environment
Branding (Marketing)--Social aspects
