Summary
Enhancing our market-leading author team - Welcome Steve Ward!
The fourth edition of this best-selling Australian text continues to convey the essence of consumer behaviour and to connect psychological, socio-cultural and decision making aspects of the discipline. It retains the strong empirical and market segmentation approach that has made previous editions so popular with lecturers and students alike.
New author, Steve Ward, brings his invaluable teaching and industry experience to this new edition, helping to make this learning resource even more relevant to today's student . The authors explain in a clear and integrated fashion the consumer behaviour variables, the different types and importance of consumer research, and problems encountered in performing research.
The text is structured in a logical manner that enables students to understand how distinct factors influence decision making and new examples, including advertisements, help students to ground the theory.
