Rik Pieters - Böcker

The text explores new examples of consumer behaviour using case studies, advertisements and brands from Australia and the Asia-Pacific region.The authors recognise the critical links to areas such as marketing, public policy and ethics, and cover the importance of online consumer behaviour with content on how social media and evolving technologies are changing the way marketers understand consumers.Examine 'Marketing Implications' to learn how theoretical concepts are used in practice, and challenge yourself to think about how marketing decisions impact consumers as you begin to analyse consumer behaviour with cases featuring extensive Australian and international examples.

Hoyer/MacInnis/Pieters’ CONSUMER BEHAVIOR, 8th EDITION, draws key concepts from marketing, psychology, sociology and anthropology to present a strong foundation and highly practical focus on real-world applications to prepare students for today’s global business environment. Students examine the latest research and current business practices with a focus on consumer needs and goals, emotions and emotion regulation, perceptions and consumer inferences, branding, consumer experiences, influencer marketing, social media, political ideology, generational influences and more. Students explore controversies in consumer decision-making involving money, happiness and financial decision making, charity, health, materialism, and sustainability. Chapter updates in this edition emphasize social responsibility and ethics in marketing, scrutinizing both the dark side and constructive possibilities. Real-world examples, chapter exhibits, and application exercises provide practical relevance and help students master essential skills.

This comprehensive volume aims to further research and theory development in visual marketing. By bringing together leading researchers in the field, it strives to contribute to the establishment of visual marketing as a coherent discipline. The chapters represent an array of issues in visual marketing. They address three areas in theory: attention and perception, visual cognition and action and choice. The chapters go beyond what is known, and offer in many cases a more speculative and visionary account of the directions that visual marketing research could and should take.Rather than being confined to advertising only, this new volume shows how visual marketing permeates almost all consumer and marketing activities. It will be of interest to undergraduate and graduate students in marketing, management, industrial design, and consumer and social psychology. Professional practitioners, especially those involved with marketing communications, retail, and in store marketing and market research, will also benefit from the empirically based and innovative ideas put forth in this book.

This comprehensive volume aims to further research and theory development in visual marketing. By bringing together leading researchers in the field, it strives to contribute to the establishment of visual marketing as a coherent discipline. The chapters represent an array of issues in visual marketing. They address three areas in theory: attention and perception, visual cognition and action and choice. The chapters go beyond what is known, and offer in many cases a more speculative and visionary account of the directions that visual marketing research could and should take.Rather than being confined to advertising only, this new volume shows how visual marketing permeates almost all consumer and marketing activities. It will be of interest to undergraduate and graduate students in marketing, management, industrial design, and consumer and social psychology. Professional practitioners, especially those involved with marketing communications, retail, and in store marketing and market research, will also benefit from the empirically based and innovative ideas put forth in this book.