Consumer Behaviour

Dr Zubin Sethna is currently Principal Lecturer (Associate Professor) in Entrepreneurial Marketing at Regent’s University London. He has successfully launched five businesses and as Managing Consultant at Baresman Consulting, he has integrated marketing/consumer behavioural strategy with management consultancy and training for numerous organisations both in the UK and internationally, and across a variety of industry sectors. He is Editor-in-Chief of the internationally respected Journal of Research in Marketing and Entrepreneurship (JRME) and is also a reviewer for a variety of leading marketing and business journals, including the European Journal of Marketing, Journal of Marketing Management, and Journal of Strategic Marketing.   Jim Blythe is Visiting Professor of Marketing at University of Plymouth, UK. Jim Blythe has been a Merchant Navy officer, a ladies hairdresser, a business consultant, a rock musician, a truck driver, a company director and an award-winning playwright all before becoming an academic – he always planned on having a varied life and likes learning new skills. Currently he is trying to learn to grow vegetables (with limited success...), but he has a pilot’s licence and has learned to play drums in a samba band, so the beat goes on.   Jim has written 18 books, over 50 journal articles, and has contributed chapters to 8 other books. He has taught overseas, written open-learning packs for international training organisations and has been a Senior Examiner for the Chartered Institute of Marketing.   His next venture is to study for a degree in modern languages – having left school at 16 he thinks it’s time to get the education he missed out on. He holds four real degrees (including one fake), and therefore feels somewhat irritated that he is mainly known for winning the Cardiff heat of the TV show, Come Dine With Me. Perhaps the latest editions of his textbooks will help redress the balance a little...

Part One: Consumer Behaviour in Context
Chapter 1: Understanding Consumer Behaviour
Chapter 2: Decisions, Behaviours and Interactions
Chapter 3: Innovation and Digital Technologies
Chapter 4: Consumption in B2C vs. B2B
Chapter 5: Consumer Journeys Through the Gardens of Technology
Part Two: Consumers as Individuals (The Psychological Issues)
Chapter 6: Drive, Motivation and Hedonism
Chapter 7: The Self and Personality
Chapter 8: Perception
Chapter 9: Learning and Knowledge
Chapter 10: Attitude Formation and Change
Part Three: Consumers as Social Actors (The Sociological Issues)
Chapter 11: Reference Groups
Chapter 12: Age, Gender and Familial Roles
Chapter 13: Culture and Social Mobility
Chapter 14: Ethical Consumption
Chapter 15: Sustainable Consumption