Dr Zubin Sethna is currently Principal Lecturer (Associate Professor) in Entrepreneurial Marketing at Regent¿s University London. He has successfully launched five businesses and as Managing Consultant at Baresman Consulting, he has integrated marketing/consumer behavioural strategy with management consultancy and training for numerous organisations both in the UK and internationally, and across a variety of industry sectors. He is Editor-in-Chief of the internationally respected Journal of Research in Marketing and Entrepreneurship (JRME) and is also a reviewer for a variety of leading marketing and business journals, including the European Journal of Marketing, Journal of Marketing Management, and Journal of Strategic Marketing.
Part One: Consumer Behaviour in Context
Chapter 1: Understanding Consumer Behaviour
Chapter 2: Decisions, Behaviours and Interactions
Chapter 3: Innovation and Digital Technologies
Chapter 4: Consumption in B2C vs. B2B
Chapter 5: Consumer Journeys Through the Gardens of Technology
Part Two: Consumers as Individuals (The Psychological Issues)
Chapter 6: Drive, Motivation and Hedonism
Chapter 7: The Self and Personality
Chapter 8: Perception
Chapter 9: Learning and Knowledge
Chapter 10: Attitude Formation and Change
Part Three: Consumers as Social Actors (The Sociological Issues)
Chapter 11: Reference Groups
Chapter 12: Age, Gender and Familial Roles
Chapter 13: Culture and Social Mobility
Chapter 14: Ethical Consumption
Chapter 15: Sustainable Consumption
Consumer Behaviour in Context
Understanding Consumer Behaviour
Decisions, Behaviours and Interactions
Consumption in B2C vs. B2B
Consumer Technology and Innovation
Consumers as Individuals (The Psychological Issues)
Drive, Motivation and Hedonism
The Self and Personality
Perception
Learning and Knowledge
Attitude Formation and Change
Consumers as Social Actors (The Sociological Issues)
Reference Groups
Age, Gender and Familial Roles
Culture and Social Mobility
Ethical Consumption
Sustainable Consumption