Warde, A. (2016) Consumer Behaviour as I see it, in Askegaard, S., Barmossy, G. & Hogg, M. (eds.) 6th Edition, Consumer Behaviour: A European Perspective, Pearson.

Now in its sixth edition, Consumer Behaviour: A European Perspective provides a fully comprehensive, lively and engaging introduction to the behaviour of consumers in Europe and around the world. This text offers a cutting-edge overview of consumer behaviour and is ideal for second and third year undergraduates as well as master's students.

The book links consumer behaviour theory with the real-life problems faced by practitioners in many ways:

  • Marketing opportunity, Marketing pitfalls and Multicultural dimensions boxes throughout the text illustrate the impact consumer behaviour has on marketing activities.
  • Consumer behaviour as I see it boxes feature marketing professionals talking about the relevance of consumer behaviour issues to their everyday work.
  • Brand new Case studies about European companies and topics give deep insights into the world of consumer behaviour.
  • New coverage of sustainable consumption, emerging technologies, social media and online behaviour is woven throughout this edition.
  • Online materials including multiple-choice questions and links to useful websites are available on the book's website at www.pearsoned.co.uk/solomo

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Professor Alan Warde
2016