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Consumer Behaviour: Applications in Marketing Paperback – 15 January 2013

by Robert East (Author), Malcolm Wright (Author), Marc Vanhuele (Author)
5.0 out of 5 stars 3
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Consumer Behaviour: Applications in Marketing
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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 - www.sagepub.co.uk/east2e 

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 www.sagepub.co.uk/east2e  

Previous page
  1. Print length
    352 pages
  2. Language
    English
  3. Publisher
    Sage Publications Ltd
  4. Publication date
    15 January 2013
  5. Dimensions
    18.42 x 1.91 x 22.86 cm
  6. ISBN-10
    1446211231
  7. ISBN-13
    978-1446211236
  8. See all details
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Product description

Review

′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

About the Author

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.



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.



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.

Product details

  • Publisher ‏ : ‎ Sage Publications Ltd; 2 edition (15 January 2013)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 352 pages
  • ISBN-10 ‏ : ‎ 1446211231
  • ISBN-13 ‏ : ‎ 978-1446211236
  • Dimensions ‏ : ‎ 18.42 x 1.91 x 22.86 cm
  • Customer Reviews:
    5.0 out of 5 stars 3

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Robert East

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Monica Gill
5.0 out of 5 stars Five Stars
Reviewed in the United Kingdom on 29 December 2014
Verified Purchase
Great book and great price. Good buy
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R. J. Butler
5.0 out of 5 stars Excellent text for those desiring authors from outside the US and an empirical approach.
Reviewed in the United States on 23 July 2013
Verified Purchase
This is the third time I have used Robert East's book in my Senior Level undergraduate class. I chose it for several reasons. The authors are from two countries, England and Australia, outside the US. For my international students in Panama, it seemed a plus to expose them to Marketing ideas, and examples from researchers and authors outside our normal US perspective. The approach the authors take, grounded as it is in empirical evidence, seems a very healthy approach for marketing students to take into the workplace. The cost of the text (paperback) proved quite affordable for students in a developing country, compared with most of the standard textbooks published in the US. The numerous exercises are a good mix of "setting the stage for learning" and substantive exercise that teach a point. The mix of author backgrounds, quality and approach of the text, the modest price, and the teacher support materials (software and power point slides) made this text an obvious standout one I would recommend Consumer Behavior: Applications In Marketing (2nd ed) for both Master's students and for senior level undergraduate marketing students. The text lends itself to supplemental reading from classic marketing articles, many of which are suggested by the authors. Unlike some texts, there are no accompanying exam question banks. So one has to construct such exams. Overall, the text is a solid one for teaching Consumer Behavior.
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Nawaid Ahmed
5.0 out of 5 stars Five Stars
Reviewed in the United Kingdom on 26 March 2015
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Good services and item
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