With this manual, students will learn the concepts, theories, and processes of consumer behavior and how to apply them in a digitized and competitive business landscape.

Consumer Behavior combines theoretical foundations with real-world practice to provide comprehensive and up-to-date coverage of the subject. It explores how consumer behavior has evolved with the influence of technology, personalization, and sustainability on perception and decision-making. This manual is ideal for graduate students taking courses in Consumer Behavior as part of their Marketing degrees.

Features include:

• Chapters on the psychological and social dynamics of consumer behavior and the scientific foundations of learning and memory in brand engagement.
• Examination of the role of AR/VR and the metaverse in retail experiences, live streaming, and voice commerce, as well as quantum computing and the importance of good UX design.
• Ethical considerations of the consumer digital landscape, including privacy and data issues.
• Learning outcomes, key terms, glossary, and exercise questions with international examples throughout, to develop critical thinking.

Pages: 344, Year of Publication: 0303, Dimensions: 17x17cm