Consumer behaviour: an introduction
Jessica Domen, Saar Bossuyt en Sarah Vullers
April 2025 | pagina's
| Paperback + MyLab | MyLab | E-book | ||
| ISBN | 9789043042857 |
9789043042871 |
9789043042864 | |
| Prijs | € 44,95 (incl. btw) | € 31,50 (incl. btw) | € 31,50 (incl. btw) | |
| Type | Paperback + Digital (2 years | Digital (2 years) | Digital (unlimited) |
Summary
What drives consumers to choose, buy and use certain products in a certain way? These are central questions within this book. The decisions are rarely straightforward and rational. There are many factors that influence consumer behaviour.
The authors of this book assume that most consumers do not make extensive and straightforward decisions as classical marketing models suggest. The common thread of this book is the idea of the Messy Middle model: consumers experience a messy decision-making process. Each chapter of the book corresponds to an element of this model.
Consumer behaviour, an introduction gives students a practical introduction to the field of consumer behaviour.
A Dutch edition of this title is also available.
Target audience
Students and professionals who want to delve into the world of consumer behaviour. The book is primarily aimed at bachelor students from study directions such as marketing, communication, business administration, commercial economics, and psychology.