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Consumer Behaviour

Robert East | Jaywant Singh | Malcolm Wright | Marc Vanhuele
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A01=Jaywant Singh
A01=Malcolm Wright
A01=Marc Vanhuele
A01=Robert East
Author_Jaywant Singh
Author_Malcolm Wright
Author_Marc Vanhuele
Author_Robert East
Buyers
Category=KJS
Consumer
Consumer behaviour
Consumer decision-making
Consumer research
Customer loyalty
Digital consumer
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_nobargain
eq_non-fiction
forthcoming
Market research
Marketing

Product details

  • ISBN 9781036206413
  • Dimensions: 189 x 246mm
  • Publication Date: 12 Dec 2026
  • Publisher: SAGE Publications Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
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Description

Moving beyond traditional psychological approaches, this book takes a rigorous marketing science perspective that emphasizes empirical research, behavioural explanations, and the powerful role of habit in decision-making. You will develop the analytical skills needed to use and criticize ideas, applying quantitative methods to real-world marketing challenges.

The book is packed with student-friendly tools to support your learning, including clear learning objectives, chapter overviews, and summaries to keep you on track. High-impact research and key papers are broken down into accessible boxes that highlight essential terms and examples. Practical exercises throughout the chapters allow you to reflect on concepts and build the confidence to apply them in a professional setting.

New to this edition:

  • Artificial Intelligence: New content on the actual and potential uses of AI.
  • Digital Advertising: A focus on influencers and modern promotional media.
  • Behavioural Finance: New chapter on information processing and decision-making.

This is an essential guide for upper undergraduate and postgraduate students taking courses in consumer behaviour or marketing research. It is also a valuable resource for doctoral candidates seeking a deeper, empirical understanding of the subject.
About Jaywant Singh | Malcolm Wright | Marc Vanhuele | Robert East
Robert East is emeritus professor at Kingston Business School, Kingston University London and adjunct professor at the Ehrenberg-Bass Institute of the University of South Australia. He trained as a social psychologist and is a postgraduate of London Business School. His research has mainly focused on word-of-mouth patterns where his new evidence has shown that some widely-held beliefs are mistaken. As a teacher of consumer behaviour, he has been keen to deliver knowledge that is useful to students while not over simplifying the subject. Jaywant Singh is professor of marketing at Kingston Business School, Kingston University where he teaches consumer behaviour and research methods. He applies quantitative research methods to unravel how and why people buy goods and services, through the lenses of brand management, ethical consumption, status consumption, and service management. He has published in leading academic journals and he regularly presents his research at international conferences. In his teaching, he endeavours to deliver theoretically and empirically grounded research knowledge that has direct applications in marketing and business. Malcolm Wright is professor of marketing at Massey University, New Zealand, and adjunct professor at the Ehrenberg-Bass Institute of the University of South Australia. He applies empirical principles to marketing problems and has made interrelated discoveries about brand loyalty, the use of probability scales, new product forecasting and optimizing the advertising budget. He has also published many articles critically examining the foundations of popular marketing knowledge. Marc Vanhuele holds a PhD from UCLA and is professor of marketing at HEC Paris. As expert in consumer information processing, his research focuses on how consumers treat price information. A second field of research is how marketing managers can improve their decision making through better use of quantitative information on the consumer’s mind-set. His research has been published in the leading academic journals. He also works as consultant to consumer goods and market research companies.

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