Consumer Behaviour

Now in its seventh edition, Consumer Behaviour: A European Perspective provides the
most comprehensive, lively and engaging introduction to the behaviour of consumers in
Europe and around the world.

The new slimline edition has 13 chapters, maintaining its breadth of coverage and making it
ideal for second- and third-year undergraduates as well as Master's students.

The book links consumer behaviour theory with the real-life problems faced by practitioners
in many ways:

• Marketing opportunity, Marketing pitfalls and Multicultural dimensions boxes
  throughout the text illustrate the impact consumer behaviour has on marketing
  activities.
• Consumer behaviour as I see it boxes feature marketing academics talking about the
  relevance of consumer behaviour issues to their everyday work.
• Brand new Case studies about European companies and topics give deep insights into
  the world of consumer behaviour.
• New coverage of sustainable consumption, emerging technologies, social media and
  online behaviour is woven throughout this edition.
• Online materials including multiple-choice questions and links to useful websites are
  available on the book's website at

Consumer Behaviour: A European Perspective, 7th Edition is the latest version of this market-leading textbook, providing the most comprehensive and engaging introduction to the field in Europe and around the world.

Well known for its accessible, reader-friendly writing style and contemporary approach, this textbook is ideal for Second and Third-Year Undergraduates, as well as Master's students who study relevant courses.

The latest version includes new examples and case studies from the European consumer viewpoint, aiming to retain the content's character. The extensive European material also comprises a number of extra advertisements that will help you study the different theoretical characteristics of marketing applications.

The book does not limit knowledge to the European market, however: it also discusses the broader global consumer scene, with American and other non-European examples illustrating various similarities and differences.

Key features include:

• 'Marketing Opportunity', 'Marketing Pitfalls', and 'Multicultural Dimensions' Boxes throughout the text illustrate the impact of Consumer Behaviour on marketing activities.
• 'Consumer Behaviour as I See It' Boxes feature marketing academics talking about the relevance of Consumer Behaviour issues in their everyday work.
• Brand new Case studies about European companies and topics offer a better insight into the world of Consumer Behaviour.
• New coverage of sustainable consumption and emerging technologies is integrated into the text.
• Extensive analysis of the new world of digital consumers, social media, and online behaviour.

From theory to practice, this ultimate guide on Consumer Behaviour will support your understanding and critical thinking skills, offering the tools necessary to get into the contemporary European consumer mindset and excel in the field.