Marc Vanhuele – författare

Moving beyond traditional psychological approaches, this book takes a rigorous marketing science perspective that emphasizes empirical research, behavioural explanations, and the powerful role of habit in decision-making. You will develop the analytical skills needed to use and criticize ideas, applying quantitative methods to real-world marketing challenges.

The book is packed with student-friendly tools to support your learning, including clear learning objectives, chapter overviews, and summaries to keep you on track. High-impact research and key papers are broken down into accessible boxes that highlight essential terms and examples. Practical exercises throughout the chapters allow you to reflect on concepts and build the confidence to apply them in a professional setting.

New to this edition:

Artificial Intelligence: New content on the actual and potential uses of AI.Digital Advertising: A focus on influencers and modern promotional media.Behavioural Finance: New chapter on information processing and decision-making.

This is an essential guide for upper undergraduate and postgraduate students taking courses in consumer behaviour or marketing research. It is also a valuable resource for doctoral candidates seeking a deeper, empirical understanding of the subject.

Moving beyond traditional psychological approaches, this book takes a rigorous marketing science perspective that emphasizes empirical research, behavioural explanations, and the powerful role of habit in decision-making. You will develop the analytical skills needed to use and criticize ideas, applying quantitative methods to real-world marketing challenges.

The book is packed with student-friendly tools to support your learning, including clear learning objectives, chapter overviews, and summaries to keep you on track. High-impact research and key papers are broken down into accessible boxes that highlight essential terms and examples. Practical exercises throughout the chapters allow you to reflect on concepts and build the confidence to apply them in a professional setting.

New to this edition:

Artificial Intelligence: New content on the actual and potential uses of AI.Digital Advertising: A focus on influencers and modern promotional media.Behavioural Finance: New chapter on information processing and decision-making.

This is an essential guide for upper undergraduate and postgraduate students taking courses in consumer behaviour or marketing research. It is also a valuable resource for doctoral candidates seeking a deeper, empirical understanding of the subject.

‘A serious, thoughtful consumer behaviour text that focuses on substance rather than what's fashionable in academic circles.’ Professor Byron Sharp, Ehrenberg-Bass Institute, University of South Australia ‘A thought-provoking text that challenges readers to consider consumer behaviour in new and refreshing ways and reflect on 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 Written by respected marketing academics, this popular textbook extends beyond a basic psychological approach to Consumer Behaviour by providing a more empirical understanding of the subject, helping students grasp marketing applications at both individual and market levels. The fourth edition maintains a strong focus on research, particularly quantitative methods, helping higher-level students develop analytical and evidence-based thinking for success in scholarly and industry-based marketing research. The textbook contains new examples, exercises and research findings, along with recent advancements in the digital environment. Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour. Robert East is Emeritus Professor at Kingston University London, UK. Jaywant Singh is Professor of Marketing at Southampton Business School, University of Southampton, UK. Malcolm Wright is Professor of Marketing at Massey University, New Zealand. Marc Vanhuele is Professor of Marketing at HEC Paris, France.

‘A serious, thoughtful consumer behaviour text that focuses on substance rather than what's fashionable in academic circles.’ Professor Byron Sharp, Ehrenberg-Bass Institute, University of South Australia ‘A thought-provoking text that challenges readers to consider consumer behaviour in new and refreshing ways and reflect on 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 Written by respected marketing academics, this popular textbook extends beyond a basic psychological approach to Consumer Behaviour by providing a more empirical understanding of the subject, helping students grasp marketing applications at both individual and market levels. The fourth edition maintains a strong focus on research, particularly quantitative methods, helping higher-level students develop analytical and evidence-based thinking for success in scholarly and industry-based marketing research. The textbook contains new examples, exercises and research findings, along with recent advancements in the digital environment. Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour. Robert East is Emeritus Professor at Kingston University London, UK. Jaywant Singh is Professor of Marketing at Southampton Business School, University of Southampton, UK. Malcolm Wright is Professor of Marketing at Massey University, New Zealand. Marc Vanhuele is Professor of Marketing at HEC Paris, France.