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 explores how consumer behaviour has evolved with the impact of technology, personalization and sustainability on perception and decision-making. This textbook is ideal for postgraduate students taking modules on Consumer Behaviour as part of their Marketing degrees.

Features include:

• Chapters on the psychological and social dynamics of consumer behaviour and the scientific foundations of learning and memory in brand engagement.
• Examination of the role of AR/VR and the metaverse in retail experiences, live streaming and voice commerce as well as quantum computing and the importance of good UX design.
• Ethical considerations of the digital consumer landscape, including privacy and data concerns.
• Learning outcomes, key terms, a glossary and exercise questions international examples throughout, to help develop critical thinking.

"Jean-Eric Pelet's Consumer Behaviour offers an essential exploration of how digitalization is reshaping consumer psychology and decision-making. As an expert in the field, I can attest to the book's clarity and relevance, making it an indispensable resource for both scholars and practitioners." - Dr Said Ettis, Assistant Professor, University of Jeddah College of Business, Kingdom of Saudi Arabia

"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

"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