Moving beyond traditional psychological approaches, this book takes a rigorous marketing science perspective that emphasizes empirical research, behavioural explanations, and the powerful role of habit in decision-making. You will develop the analytical skills needed to use and criticize ideas, applying quantitative methods to real-world marketing challenges.
The book is packed with student-friendly tools to support your learning, including clear learning objectives, chapter overviews, and summaries to keep you on track. High-impact research and key papers are broken down into accessible boxes that highlight essential terms and examples. Practical exercises throughout the chapters allow you to reflect on concepts and build the confidence to apply them in a professional setting.
New to this edition:
- Artificial Intelligence: New content on the actual and potential uses of AI.
- Digital Advertising: A focus on influencers and modern promotional media.
- Behavioural Finance: New chapter on information processing and decision-making.
This is an essential guide for upper undergraduate and postgraduate students taking courses in consumer behaviour or marketing research. It is also a valuable resource for doctoral candidates seeking a deeper, empirical understanding of the subject.
