Young Consumer Behaviour (eBook, PDF)

A Research Companion
Redaktion: Gbadamosi, Ayantunji

• Format: PDF

Produktbeschreibung

The book focusses on exploring the behaviour of young consumers as individuals and societal members. It addresses different aspects of consumption activities of children as individuals, such as motivation and involvement, perception, learning, attitude, the self, and personality. It presents chapters on consumer behaviour in social settings contextualised to young consumers, ranging from culture, sub-culture, income, social class, family, to groups. It also covers more contemporary issues with regards to young consumer behaviour such as neuromarketing, social media, and consumer misbehaviour. Specifically, the book bridges the gap between historical perspectives and contemporary issues.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 454
• Erscheinungstermin: 22. November 2017
• Englisch
• ISBN-13: 9781351819060
• Artikelnr.: 50518315

Autorenporträt

Ayantunji Gbadamosi (Bsc (Hons), MSc, PhD, FHEA, FCIM) lectures at Royal Docks School of Business and Law of the University of East London, UK. He was formerly the Leader for Research and Knowledge Exchange in the school. He is listed in Who's Who in the World.

Inhaltsangabe

Table of contents
List of contributors
Preface
Acknowledgements
PART I: Introduction and Theoretical Background
Chapter 1: The changing landscape of young consumer behaviour
PART II: Young Consumers as Individuals
Chapter 2: Children's consumer perception
Chapter 3: Learning and consumer socialisation in children
Chapter 4: Young consumers' motivation and involvement: uses and
gratifications perspective
Chapter 5: Exploring personality, identity and self-concept among
young consumers
Chapter 6: Attitudes and persuasion in young consumer behaviour
PART III: Young consumers and Marketing Strategies
Chapter 7: Brand, branding, and brand culture among young consumers
Chapter 8: Pricing, income, and brand symbolism: exploring young
consumers' understanding of value
Chapter 9: The young ones, shopping and marketing channels: what
actually shapes their mind?
Chapter 10: Marketing communications and the young consumer: evidence
from a developing country
Chapter 11: Digital marketing and the young consumer
Chapter 12: Services and relationship marketing: perspectives on
young consumers
Chapter 13: Segmenting the children's market
Chapter 14: Amplifying the voices of young consumers in food
advertising research
PART IV: Young Consumers in Social and Cultural Contexts
Chapter 15: Reference groups and opinion leadership in children's
consumption decisions
Chapter 16: Youth subcultural theory: making space for a new
perspective
Chapter 17: Young consumer misbehaviour: a perspective from
developing countries
Chapter 18: Faith, religion and young consumer behaviour
Chapter 19: Children's consumer behaviour in developing countries in
the twenty-first century
PART V: Social Marketing and Consumerism: Perspectives on Young
Consumers
Chapter 20: Social marketing and the protection of the young consumer
Chapter 21: Consumerism and consumer protection: a focus on young
consumers
Index