Consumer Behavior presents a new approach to teaching consumer behaviour; Szmigin, Piacentini and Phillips move beyond traditional psychological learning to acknowledge more holistic perspectives of consumer behaviour and incorporate new areas of research, such as Consumer Culture Theory. The latest behavioral, psychological and sociological approaches are presented alongside emerging techniques, such as neuromarketing, with their application to marketing explicitly drawn out.
Theory is set in context for students through extensive use of US and international examples and extended cases.