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Oxford University Press is a department of the University of Oxford. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide.

Print Price: $105.99

Hardback, eBook
480 pp.
174 photos, 40 figures, 39 tables, 8.5" x 11"


Copyright Year:

Imprint: OUP Canada

Consumer Behaviour

Canadian Edition

Isabelle Szmigin, Maria Piacentini and Tatiana Levit

The perfect balance of research, theory, and real-life application.
The perfect choice for Consumer Behaviour in Canada.

Drawing on Canadian and international examples, this text examines what influences consumers and how seminal theories and cutting-edge research apply to marketing practice today. Featuring engaging case studies, an accessible writing style, and real-life examples, Consumer Behaviour is an ideal introduction to the field.

Readership : Suitable for Consumer Behaviour courses, usually found at the second- and third-year university level in business and marketing departments.


  • "This textbook effectively bridges the gap between the scholarship of consumer research and the practical application of core concepts to marketing problems. The real-world examples and cases are current, international, and relevant; if you want a fresh perspective on a classic discipline, take a look at this book."
    --Michael Mulvey, University of Ottawa

  • "A fresh new look at consumer behaviour with a strong Canadian view. Has all the theory one would want in a first course and students should find it very readable."
    --Donald Shiner, Mount Saint Vincent University

  • "It's lively, comprehensive, and engaging."
    --Steven Kates, Simon Fraser University

Note: Each chapter also includes:
- Learning objectives
- Introduction
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Application Questions
- References
Contents in Brief
Contents in Full
Part I: Historical and Current Perspectives on Consumption
1. Introduction to Consumer Behaviour and the History of Consumption
- Consumer Behaviour and Value
- An Early History of Consumers and Consumption
- Consumption Becomes Part of Everyday Life
- Key Trends in the Development of Shopping
- Neuromarketing
- Classifying and Segmenting Consumers
- The Postmodern Consumer
- Approaches to Studying Consumers and Consumption
- Case Study 1: Kraft Dinner: Complexity of a Simple Meal
2. Contemporary Perspectives on Consumer Behaviour
- The Contribution from Behavioural Economics
- Experiential Marketing
- Consumer Culture Theory
- Evolutionary Psychology
- Mobile Technology and Consumer Behaviour
- Case Study 2: The Growth of Pinterest: A Different Kind of Social Network
PART II: Micro-view of Consumption
3. The Perceptual Process
- The Perceptual Process
- Marketing and Perception
- Case Study 3: Real or Fake? How Consumers Perceive Brand Symbolism in the Luxury Handbag Market
4. Learning and Memory
- Main Approaches to Learning: Behavioural and Cognitive
- Behavioural Learning
- Cognitive Learning
- Memory
- Retrieval of Memory
- Social Learning: Observational or Vicarious Learning
- Case Study 4: Learning Brazilian
5. Personality, Self, and Motivation
- Different Perspectives on Personality and Self
- What's in a Name?
- Psychological Perspectives on Personality
- The Trait-Based View of Personality
- A Social Perspective on Identity and Self
- Multiplicity of Self
- Personality and Self in Marketing Practice
- Psychographics
- Motivation
- Motivational Conflict
- Case Study 5: Using Profiles to Understand the Indian Consumer
6. Attitude Theory and Behaviour Change
- Defining Attitudes
- Consumer Insight 6.1 Attitudes toward Credit and Debt
- Attitude Composition and Formation
- Cognitive Consistency Theories
- Motivational Theory: The Functional Theory of Attitudes
- Attitude Measurement and Change Models
- Consumer Insight 6.2 Attitudes toward Tents from a Functional Theory Perspective
- Consumer Insight 6.3 Attitudes toward Road Safety
- Case Study 6: Decision Rules When Buying a House
7. Decision-Making and Involvement
- From Choice to Decision-Making
- Involvement and Decision-Making
- Stages in the Decision-Making Process
- Shopping Behaviour
- Is Choosing a Problem?
- Case Study 7: George Buys a Sofa
PART III: Macro-view of Consumption
8. Social Networks and Processes
- Social Networks
- Reference Groups
- Social Power and Reference Groups
- Opinion Leaders and Opinion Seekers
- The Search for Cool
- Social Connectedness: The Importance of Word of Mouth
- From e-Word of Mouth to Crowdsourcing and User-generated Content
Case Study 8: Fitness Motivation Through Group Exercise Classes
9. Culture
- Defining Culture
- The Cultural System
- Classification of Cultures
- Making Sense of Culture: The Role of Myths and Rituals
- Culture and Communication
- Subcultures
- Case Study 9.5: Always #Like a Girl: Fighting Cultural Stereotypes
10. Patterns of Buyer Behaviour
- What Are Repeat Buying and Brand Loyalty?
- Purchasing Patterns from Consumer Panel Data
- Brand Loyalty: Explaining How We Buy
- Light and Heavy Buyers: Which Matter Most?
- Patterns of Buyer Behaviour and Market Segmentation
- Implications for Marketing and Advertising
- Case Study 10: Repertoire Shopping in China
PART IV: Where Are We Going?
11. Social Responsibility and Ethics: Dark and Bright Behaviours in the Marketplace
- Unsafe Marketplace
- Business Ethics
- Governmental Regulation and Self-Regulation
- Deciding Which Consumer Behaviours are Right and Wrong
- Deviant Usage Behaviour: Excessive Consumption
- Regulation of Alcohol Sale and Marketing in Canada
- Addressing Wicked Problems
- Being Bright in the Marketplace
- Voluntary Simplicity (VS)
- Case Study 11: How (NOT) to Market Climate Change
12. Innovation and Technological Trends
- Technology in a Sociocultural Context
- Types of Technological Innovations
- Adoption of New Technology
- Innovation Characteristics and Factors Influencing Success or Failure of New Technology
- Technology and Consumer Trends on the Horizon
- Future Consequences of New Technology
- Experience over Ownership and Sharing Economy
- Recession and Consumption
- Case Study 12: Would You Like Your Crickets Extra Crispy?

Instructor's Manual:
- Answers to evenly numbered in-text exercises
For each chapter:
- 3-5 discussion questions
- 3-5 class exercises/activities/ assignments
- 3-5 suggested in-class activities
- 3-5 recommended websites
- 3-5 links to videos
- Answer key with page references
Test Generator:
For each chapter:
- 40 multiple choice questions
- 10-15 true-or-false questions
- 10-15 short answer questions
- 5-10 fill-in-the-blank questions
- 5 essay questions
- Answer key with page references
PowerPoint slides:
For each chapter:
- 20-35 lecture slides
- Includes figures, tables, and photos from the text
Student Study Guide:
For each chapter:
- Auto-graded quizzes
-- 10-15 multiple choice questions
- 10-15 flash cards testing key concepts
- 3-5 links to additional resources
- Seminal articles highlighted in the in-text Research Insight boxes
Case Studies:
- 5 Canadian-focused case studies with questions
- Answer key for instructors
E-Book ISBN 9780199029129
Loose Leaf ISBN 9780199034710

Isabelle Szmigin is a professor of marketing at the University of Birmingham.

Maria Piacentini is a professor of consumer research at Lancaster University Management School at Lancaster University.

Tatiana Levit is an assistant professor in the faculty of business administration at the University of Regina.

Making Sense - Margot Northey

Special Features

  • Strong coverage of theory incorporating the latest behavioural, psychological, and sociological perspectives exposes students to leading thinking on consumer behaviour today.
  • Incorporates current research in the field via extensive references throughout and Research Insight boxes which explore interesting developments in the academic study of consumer behaviour.
  • Real-world examples of marketing campaigns and advertisements, consumer behaviours, and companies offer practical context to help students understand concepts under discussion.
  • Canadian statistics, research, and examples throughout ensure the material is relevant to students in this country.
  • International examples - such as shopping habits in China, lifestyles of Indian consumers, and the Havaianas brand in Brazil - help students understand consumer behaviour within a global context.
  • A student-friendly writing style makes concepts clear, accessible, and engaging for an undergraduate audience.
  • A micro- to macro-view structure reflects the organization of many consumer behaviour courses in Canada. Instructors teaching a macro- to micro- approach can consult the preface for guidance on how to assign chapters to fit their courses.
  • A stand-alone chapter on social responsibility and ethics develops students' sensitivity to ethical situations from the perspectives of businesses and consumers.
  • An extensive pedagogical program offers consumer and research insights while helping to reinforce concepts.
  • - Case Study boxes examine specific brands, markets, and buying behaviours and pose thought-provoking questions, encouraging students to consider how theories and concepts can be applied in practice. Topics covered include decision-making when buying a house, Pinterest's influence on consumption, and symbolism in the luxury handbag market.
  • - Research Insight boxes highlight academic studies to show students the current big ideas in consumer behaviour as well as some of the most important historical research findings.
  • - Consumer Insight boxes explore interesting real-world examples related to chapter material - such as coffee shops and visual brand identity, celebrity endorsements, and viral advertising campaigns - and feature relevant critical thinking questions.
  • - Learning objectives, a marginal glossary and key terms lists outline goals and concepts, while discussion and application questions allow students to apply their learning.