Consumer behaviour - Martin M Evans

"This innovative and student–friendly textbook combines theory with practical examples and illustrations to bring the study of consumer behaviour to life. I particularly like the “think boxes” which encourage students to ponder issues as they read each chapter. The inclusion of key articles also provides students with a convenient means of delving deeper into issues to gain richer insights into consumer behaviour."
— Professor David Jobber, Bradford University School of Management

"A particularly well conceived text that superbly demystifies consumer behaviour. The underpinning theory is easy to grasp and its application is so clearly shown. The book's student–centric focus is excellent."
—Professor Leslie de Chernatony, Birmingham University Business School

Consumer Behaviour
is an exciting new European text written in student–friendly language and designed specifically around how students learn. Using their considerable experience,
Martin Evans ,
Ahmad Jamal
and
Gordon Foxall
present a concise exploration of the key aspects of the Consumer Behaviour in a lively but rigorous manner. They also include topical issues, such as Consumer Misbehaviour, and the growing trend within marketing to attempt to understand consumers through an ever–expanding range of personalized transactional and profile data.

Learning features of the text

• Full length journal articles
  with reflective exercises to help students engage with the academic literature on the subject and introduce different perspectives.
• Reflective questions and practical assignments
  at the end of each chapter.
• Full colour text
  illustrated with many classic and contemporary examples of advertisements, reflecting different theories and approaches.
• A wide range of
  illustrative examples , many pulled out in special feature boxes.
• Think boxes
  designed to encourage students to think about what is provided in more of an analytical and critical way and to put the issue within their personal context.
• Web links
  to useful external websites plus extra journal articles that students can access from the companion website.

Web support for lecturers and students

Consumer Behaviour
is accompanied by a comprehensive web site at www.wiley.com/go/evans. Students will find
additional journal articles, multiple choice quizzes,
all the
web links
and an
online version of the glossary . For lecturers there are
suggested solutions and notes
on the questions and assignments set in the text and a comprehensive selection of
PowerPoint slides
for each chapter, that include many of the figures, tables and advertising images used in the book.