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.

Isabelle Szmigin's profile page

Maria Piacentini's profile page

Tatiana Levit's profile page

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.

"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

"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