Consumer Behaviour: Isabelle Szmigin, Maria Piacentini, Tatiana Levit

"Now available in its first Canadian edition, Consumer Behaviour provides the most comprehensive overview of consumer behaviour available, demonstrating how key theories and cutting-edge research impact today's marketing professionals. Designed for mid-year university business and marketing courses, the book takes a micro to macro approach, introducing students to the individual consumer--including what affects decision-making, learning, perception, attitudes, personality, and motivation--before zooming out to the bigger picture of consumers in society as a whole, placing a wider lens on groups, social processes, culture, and repeat purchasing behaviour. This brand-new Canadian adaptation offers real-life Canadian examples, statistics, and research. Balancing its Canadian perspective is a wealth of international content to ensure students receive the full global picture of consumerism. Engaging and accessible, Consumer Behaviour, 1Ce balances theory and practice, guiding students into the inner workings of what influences consumers and how marketing can make a difference."--