Rik Pieters

Hoyer/MacInnis/Pieters’ CONSUMER BEHAVIOR, 8th EDITION, draws key concepts from marketing, psychology, sociology and anthropology to present a strong foundation and highly practical focus on real-world applications to prepare students for today’s global business environment. Students examine the latest research and current business practices with a focus on consumer needs and goals, emotions and emotion regulation, perceptions and consumer inferences, branding, consumer experiences, influencer marketing, social media, political ideology, generational influences and more. Students explore controversies in consumer decision-making involving money, happiness and financial decision making, charity, health, materialism, and sustainability. Chapter updates in this edition emphasize social responsibility and ethics in marketing, scrutinizing both the dark side and constructive possibilities. Real-world examples, chapter exhibits, and application exercises provide practical relevance and help students master essential skills.

The text explores new examples of consumer behaviour using case studies, advertisements and brands from Australia and the Asia-Pacific region. The authors recognise the critical links to areas such as marketing, public policy and ethics, and cover the importance of online consumer behaviour with content on how social media and evolving technologies are changing the way marketers understand consumers. Examine 'Marketing Implications' to learn how theoretical concepts are used in practice, and challenge yourself to think about how marketing decisions impact consumers as you begin to analyse consumer behaviour with cases featuring extensive Australian and international examples.

The popular CONSUMER BEHAVIOR, 7E draws key concepts from marketing, psychology, sociology, and anthropology to present a strong foundation and highly practical focus on real-world applications for today’s global business environment. With this new edition, you examine the latest research and current business practices with extensive coverage of social media influences, increased consumer power, and emerging neuroscience findings. You also study controversies in consumer decision-making involving money, goals, emotions, charity, health, materialism, and sustainability. This edition increases its emphasis on social responsibility and ethics in marketing, scrutinizing both the dark side and constructive possibilities. With even more real-world examples and thought-provoking application exercises, including new chapter-opening examples and closing cases, CONSUMER BEHAVIOR, 7E provides a thorough, yet enjoyable guide that enables you to master the skills you need.

In the last decade there has been a rapid growth in commercial applications of eye-tracking technology to assess the effectiveness of visual marketing efforts. Eye-movements are tightly coupled with visual attention which makes them eminent indicators of the covert visual attention process. Now a sizable and growing body of literature exists on attention to visual marketing stimuli.Eye-Tracking for Visual Marketing provides:1. The foundations of visual attention and eye-tracking.2. A conceptual framework for eyetracking research in marketing.3. A review of the marketing literature within this conceptual framework.Motivated from its rising importance in marketing practice and its potential for theoretical contribution, Eye-Tracking for Visual Marketing examines the structure of the eye, the visual brain, eye-movements, and methods for recording and analyzing them. Next, it describes the authors' theory and reviews eye-tracking applications in marketing based on this theory. It conclude with an outlook on future theory and method development and recommendations for practice.