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Young Consumer Behaviour: A Research Companion
Hardcover
AccountingInvesting & FinanceMarketing
ISBN13: 9780415790086
Publisher: Routledge
Published: Nov 23 2017
Pages: 434
Weight: 1.79
Height: 1.00 Width: 6.14 Depth: 9.21
Language: English
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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