Consumer behaviour

Consumer behaviour, an introduction is a practical guide to the field of consumer behaviour. It provides insight into decisions people make when buying, using, and discarding products. Understanding what drives consumers and developing a deeper knowledge of their reasoning allows businesses to tailor their offerings and strategies to better meet customer needs. The greater the understanding of consumer behaviour, the stronger the connection that can be built.

The book introduces (future) professionals to the most essential concepts in an engaging and accessible way. Using the Messy Middle model, it explores the entire decision-making process, from considering a purchase to the experience afterwards.

Consumer behaviour, an introduction is designed for students in fields such as marketing, communication, business administration, and psychology. Additionally, it serves as a resource for professionals who want to deepen their knowledge of consumer behaviour, such as marketers, entrepreneurs, and business leaders.

This book contains an access code for MyLab, an online learning environment with study and teaching materials for students and teachers. On MyLab, readers can find the complete book in digital form (eText), flashcards, tests and assignments, practical examples, and videos.

Jessica Domen is a lecturer in marketing and consumer behaviourat Odisee University of Applied Sciences. Saar Bossuyt is a lecturer and researcher at UCLL University of Applied Sciences, where she teaches consumer behaviour and strategic market analysis. Sarah Vullers is a lecturer at VIVES University of Applied Sciences, where she teaches subjects such as communication strategy, advertising psychology, and consumer behaviour.