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Consumer Behaviour , 2nd Edition

December 2009, ©2009
Consumer Behaviour , 2nd Edition (EHEP000985) cover image


Building on the success of the first edition , the new edition of of Consumer Behaviour has been  fully revised and updated to be even more student friendly.

Through the author teams seven decades of teaching and  researching experience they have discovered that the application of concepts via practical examples is the best delivery method for effective lerning. Consumer Behaviour is a European text that is built around how students actaully learn consumer behaviour.

Evans, Foxall and Jamal offer a mainstream consumer behaviour textbook, based on semesterised compulsory or optional modules on undergraduate and postgraduate business and marketing programmes. The student centred approach is manifested in the use of cases and exercises to be used in participative and applied ways, reflecting the clear trend towards student centred and application-based marketing courses.  

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Table of Contents

About the Authors.

Preface to the Second Edition.



CHAPTER 1 Consumer Motives and Values.

CHAPTER 2 Consumer Response to Marketing Actions: 1 Exposure, Attention, Perception.

CHAPTER 3 Consumer Response to Marketing Actions: 2 Learning and Attitudes.

CHAPTER 4 Consumer Response to Marketing Actions: 3 Action, Post-Purchase Dissonance, Consumer Involvement.

CHAPTER 5 Consumer Demographics.

CHAPTER 6 Consumer Psychographics.

ARTICLE D Smeesters and N Mandel (2006) Positive and NegativeMedia Image Effects on the Self. Journal of Consumer Research, Vol 32, pp 576–582.


CHAPTER 7 Social Group, Tribal and Household Buying Influences.

CHAPTER 8 Culture and Subculture.

ARTICLE S McKechnie and C Tynan (2006) Social Meanings in Christmas Consumption: An Exploratory Study of UK Celebrants’ Consumption Rituals. Journal of Consumer Behaviour, Vol 5, pp 130–144.


CHAPTER 9 New Product Buying.

CHAPTER 10 Repeat, Loyal and Relational Buying.

CHAPTER 11 Data-Based Consumer Behaviour.

CHAPTER 12 Consumer Misbehaviour.

CHAPTER 13 Organizational Buying Behaviour.

ARTICLE P A Norberg and D R Horne (2007) Privacy Attitudes and Privacy-Related Behavior. Psychology & Marketing, Vol 24(10): 829–847.




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Author Information

Martin Evans is a Senior Fellow at Cardiff Business School, having been Head of Marketing and Strategy there. He previously held professorial posts at the Universities of Portsmouth, Glamorgan and West of England. His industrial experience was with Hawker Siddeley and then as a consultant to a variety of organizations over 30 years. Martin’s specialist areas include direct marketing, consumer behaviour, and marketing research and information and he has over 180 publications including nine books, mostly in these areas. He is an academic prizewinner at the International Marketing communications Conference, the Academy of Marketing, the Learning and Teaching Support Network (ITSN) and Institute of Direct Marketing. He is a Fellow of both the Chartered Institute of Marketing and Institute of Direct Marketing. He has Editorial Board experience for eight academic journals and was founding and managing Editor of the Journal of Consumer Behaviour. Martin has discussed his research on both radio and TV.

Ahmad Jamal is a Senior Lecturer in Marketing and Strategy and the Coordinator for the Ethnic Marketing Research Group and Programme Director for the MSC in Strategic Marketing at Cardiff Business School. He holds a PhD in Consumer Behaviour from the University of Bradford. Ahmad is a former Deputy Secretary of the Academy of Marketing UK, a member of Association of Consumer Research, European Academy of Marketing and a Senior Examiner for the Chartered Institute of Marketing. He also acts as the Vice President for Western Europe, the Academy for Global Business Advancement (AGBA) and is the Managing Editor for Journal of Global Business Advancement. His research interests include cross-cultural consumer behaviour, self-concept, service quality, brand evaluations and customer satisfaction, and he has published widely in leading academic journals. His major areas of teaching include consumer behaviour, advertising and other forms of marketing communications.

Gordon Foxall is a Distinguished Research Professor at Cardiff University. His chief research interests lie in psychological theories of consumer choice and consumer innovativeness and their relationships to marketing management and strategy. He has published some 16 books and over 250 articles and papers on these and related themes and has previously held professorial appointments at the Universities of Strathclyde, Birmingham and Keele. He is a Fellow of both the British Psychological Society (FBPsS) and the British Academy of Management (FBAM) and was recently elected an Academician by the Academy of Learned Societies for the Social Sciences (AcSS).

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New To This Edition

  • An improved website providing test banks, suggested answers, PowerPoint Presentations and additional case studies.
  • The addition of new journal articles from a range of journals.
  • New chapter on Organizational Buying Behaviour
  •   Cases at the end of each chapter
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The Wiley Advantage

  • The book will be more ‘student centred’ than the competition, manifested in the use of cases and exercises to be used in participative and applied ways, reflecting the clear trend towards student centred and application-based marketing courses
  • Coverage of consumer buying behaviour from a marketing, rather than a behavioural science perspective
  • Concise and structured towards the 15 week semester system
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Professor Reviews

"This book is comprehensive, up to date and thought provoking; packed with real-life examples and interesting pedagogical features."
Vince Mitchell, Sir John E Cohen Professor of Consumer Marketing, Cass Business School, City University

"Text book is good and explains basic aspects of the topic in simple style"
Dr Ali Bhayani, Heriot-Watt University 

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Instructors Resources
Wiley Instructor Companion Site
Lecturer Companion Website
The book will be accompanied by an extensive website housing supplementary materials for lecturers and students, including: • PowerPoint slides • Answers to end of chapter questions • Testbank • Instructor’s Guide • Example assignment questions • Example TV advertisements • Author podcast • Additional journal articles • Case studies • Glossary • Web Links
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Students Resources
Wiley Student Companion Site
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Purchase Options
Consumer Behaviour, 2nd Edition
ISBN : 978-0-470-99465-8
576 pages
December 2009, ©2009
$70.00   BUY

Wiley E-Text   
Consumer Behaviour, 2nd Edition
ISBN : 978EUDTE00331
576 pages
July 2011, ©2009
$70.00   BUY

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