Changing Consumer Behaviour

Drawing on British research and markets, this examines key areas in the field of consumer behaviour. It focuses on the evidence and explanations for change and consumption and social behaviour and critically examines accepted material on consumer behaviour. Included are practical exercises. It is aimed at undergraduate and postgraduate students specialising in consumer behaviour, at academics in marketing, economics and psychology and at marketing, market research and advertising practitioners. Courses it is suitable for include: BA Business Studies, BABS Marketing Analysis and MBA Option Marketing Communications.