Migliori libri sul consumerismo

A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services. Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments and decisions. This book is the first comprehensive treatment of consumer neuroscience, suitable for classroom use or as a reference for business and marketing practitioners. After an overview of the field, the text offers the background on the brain and physiological systems necessary for understanding how they work in the context of decision making and reviews the sensory and perceptual mechanisms that govern our perception and experience. Chapters by experts in the field investigate tools for studying the brain, including fMRI, EEG, eye-tracking, and biometrics, and their possible use in marketing. The book examines the relation of attention, memory, and emotion to consumer behavior; cognitive factors in decision making; and the brain’s reward system. It describes how consumers develop implicit associations with a brand, perceptions of pricing, and how consumer neuroscience can encourage healthy behaviors. Finally, the book considers ethical issues raised by the application of neuroscience tools to marketing. Contributors Fabio Babiloni, Davide Baldo, David Brandt, Moran Cerf, Yuping Chen, Patrizia Cherubino, Kimberly Rose Clark, Maria Cordero-Merecuana, William A. Cunningham, Manuel Garcia-Garcia, Ming Hsu, Ana Iorga, Philip Kotler, Carl Marci, Hans Melo, Kai-Markus Muller, Brendan Murray, Ingrid L. C. Nieuwenhuis, Graham Page, Hirak Parikh, Dante M. Pirouz, Martin Reimann, Neal J. Roese, Irit Shapira-Lichter, Daniela Somarriba, Julia Trabulsi, Arianna Trettel, Giovanni Vecchiato, Thalia Vrantsidis, Sarah Walker

“A thorough and wide-ranging synthetic account of social scientific research on consumption which will set the standard for the second generation of textbooks on cultures of consumption.” – Alan Warde, University of Manchester “The multi-disciplinary nature of the book provides new and revealing insights, and Sassatelli conveys brilliantly the heterogeneity and ambivalent nature of consumer identities, consumer practices and consumer cultures… Newcomers to consumer culture will find this an invaluable primer and introducton to the major concepts and ideas, while those familiar with the field will find Sassatelli’s sharp analysis and discussion both refreshing and inspiring.” – James Skinner, Journal of Sociology “This is a model of what a text book ought to be. Over the past decade the original debates about consumption have been overlaid by a vast amount of detailed research, and it seems unimaginable that a single text couuld do justice to all of these. To do so would involve as much a commitment to depth as to breadth. I was quite astonished at how well Sassatelli succeeds in balancing the two… Ultimately, it’s the book that I would trust to help people digest what we now have discovered about consumption and start from a much more mature and reflective foundation to consider what more we might yet do.” – Daniel Miller, Material World Showing the cultural and institutional processes that have brought the notion of the ‘consumer’ to life, this book guides the reader on a comprehensive journey through the history of how we have come to understand ourselves as consumers in a consumer society and reveals the profound ambiguities and ambivalences inherent within. While rooted in sociology, Sassatelli draws on the traditions of history, anthropology, geography and economics to provide: a history of the rise of consumer culture around the world a richly illustrated analysis of theory from neo-classical economics, to critical theory, to theories of practice and ritual de-commoditization a compelling discussion of the politics underlying our consumption practices. An exemplary introduction to the history and theory of consumer culture, this book provides nuanced answers to some of the most central questions of our time.

Now in its seventh edition, Consumer Behaviour: A European Perspective provides the most comprehensive, lively and engaging introduction to the behaviour of consumers in Europe and around the world. The new slimline edition has 13 chapters, maintaining its breadth of coverage and making it ideal for second- and third-year undergraduates as well as Master’s students. The book links consumer behaviour theory with the real-life problems faced by practitioners in many ways: Marketing opportunity, Marketing pitfalls and Multicultural dimensions boxes throughout the text illustrate the impact consumer behaviour has on marketing activities. Consumer behaviour as I see it boxes feature marketing academics talking about the relevance of consumer behaviour issues to their everyday work. Brand new Case studies about European companies and topics give deep insights into the world of consumer behaviour. New coverage of sustainable consumption, emerging technologies, social media and online behaviour is woven throughout this edition. Online materials including multiple-choice questions and links to useful websites are available on the book’s website at www.pearsoned.co.uk/solomon