Consumer Behaviour - by Jean-Eric Pelet

About the Book

Understand consumer behaviour in a digitalized and competitive business landscape with this engaging, practical textbook.

Book Synopsis

With this textbook, students will learn the concepts, theories and processes of consumer behaviour and how to apply them in a digitalized and competitive business landscape.

Consumer Behaviour combines theoretical underpinnings with real-world practice to provide comprehensive, up-to-date coverage of the subject. It starts with an exploration of how consumer behaviour has evolved with the impact of technology, personalization and sustainability on perception and decision-making. Students will then learn about the psychological and social dynamics of consumer behaviour and the scientific foundations of learning and memory in brand engagement.

Supported by international examples throughout, the textbook examines the role of AR/VR in retail experiences, the power of online communities and voice commerce, as well as the importance of good UX design. Crucially, it also delves into ethical considerations of the digital consumer landscape, including privacy and data concerns. Consumer Behaviour includes in-text learning features such as learning outcomes, key terms, a glossary and exercise questions to help develop critical thinking. It is supported by online resources of PowerPoint slides, videos and essay questions.

This textbook is ideal for postgraduate students taking modules on Consumer Behaviour as part of their Marketing degrees.

Review Quotes

"Jean-Eric Pelet's Consumer Behaviour is an outstanding resource for understanding how digitalization is reshaping consumer psychology. It's a must-read for anyone serious about excelling in this dynamic field."-- "Professor Gilles Trigano, IAE de Nantes, France"

"Jean-Eric Pelet has written a game-changing textbook that combines rigorous academic theory with practical case studies. Consumer Behaviour is a valuable tool for students and professionals eager to excel in today's digital economy."-- "Basma Taieb, Associate Professor, EMLV - École de Management Léonard de Vinci, France"

"Jean-Eric Pelet has written a textbook that sets a new standard in the field of consumer behaviour. His engaging and insightful approach makes it a cornerstone for anyone seeking to understand the digital consumer."-- "Dr Maria Mercanti-Guérin, Senior Lecturer, IAE De Paris, France"

"Jean-Eric Pelet's latest book is an outstanding contribution to the study of consumer behaviour. Combining theory with practical insights, it is an indispensable tool for navigating the challenges of digital marketing."-- "Stéphane Fauvy, Associate Professor, ESSCA School of Management, France"

"Jean-Eric Pelet's textbook provides a profound understanding of how technology and consumer behaviour intersect. It's a comprehensive and engaging resource that will resonate with students and professionals alike."-- "Dr Erhard Lick, Associate Professor, ESCE International Business School, France"

"This book is a comprehensive and insightful exploration of digital consumer behaviour. Jean-Eric Pelet's ability to integrate theory with practice makes it a valuable resource for academics and practitioners alike."-- "Professor Nic Terblanche, Emiritus Professor and Research Fellow, Department of Business Management, Stellenbosch University, South Africa"

"This textbook is a testament to Jean-Eric Pelet's expertise in digital consumer behaviour. His ability to demystify complex concepts with real-world examples makes this book an essential guide for understanding today's competitive landscape."-- "Dr Rami Alkhudary, Assistant Professor, Université Paris-Panthéon-Assas, France"

"With Consumer Behaviour, Jean-Eric Pelet has delivered an exceptional textbook that reflects his deep knowledge of the field. This is an invaluable resource for those who aim to excel in the digital marketplace."-- "Dr Mathias Naudin, Université Paris Cité, France"

About the Author

Jean-Eric PELET is an Associate Professor at IAE Amiens (France). He leads the Consumer Behaviour teaching at Masters level at IAE Amiens, IAE Vannes, EM Normandie, PBS and EMLV. He is also a visiting professor both in France and abroad in England, Poland, Finland, Switzerland and Thailand.