Consumer Behaviour and Digital Transformation
- 8h 9m
- Ayantunji Gbadamosi
- Taylor and Francis
- 2024
This comprehensive textbook explores how technological developments and emerging technologies impact on, and engage with, consumer behaviour and decision making globally. The book will enable readers to develop a coherent understanding of the basic underpinnings of consumer behaviour as they relate to individual and group-oriented consumption decisions, offering insight into how consumer behaviour, contemporary real-life situations, and digital technology are inextricably linked.
Key learning objectives, exercises and activities, boxed examples and analytical frameworks facilitate and enrich students’ learning. Each chapter includes ‘pause, plan, and practice (PPP)’ activities, as well as real-life case studies exploring digital consumption, digital consumer experiences, and digital trends across industries, from global companies such as Nike and McDonald’s to the digital transformation of SMEs. Combining a thorough examination of traditional theory with a fresh approach to the impact of digital transformation on consumer behaviour, this textbook should be core reading for advanced undergraduate and postgraduate students studying Consumer Behaviour, Consumer Psychology, Customer Experience Management, and Digital Marketing.
This book will be accompanied by online resources for the use of instructors, including PowerPoint slides and a test bank.
About the Author
Ayantunji Gbadamosi is an Associate Professor in Marketing and Co-chair of the Research Ethics Committee at Royal Docks School of Business and Law, University of East London, UK.
In this Book
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Consumer Behaviour: Discussing the Boundaries and Introducing the Digital Consumer
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Ethics and Contemporary Issues in Consumer Behaviour
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Consumer Decision-Making Processes
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Impact of Culture and Sub-Culture on Consumer Decisions
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Reference Groups, Social Class, and Consumer Behaviour
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Consumer Perception – Beauty in the Eyes of the Beholder
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Impact of Learning and Memory on Consumer Behaviour
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Attitude Formation and Change in Consumer Behaviour
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Consumer Motivation
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Consumer Personality and the Self
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Technology, Diffusion of Innovation, and Consumer Behaviour
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Contemporary Consumer Research
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Consumer Behaviour and Technology: A Look into the Future
