Understanding consumer choice is central to modern marketing, thought and practice. This volume presents a ground-breaking approach to the analysis of brand choice which is relevant to both marketing practice and social science. This unique analysis reveals: the causes of consumer choice that underlie patterns of brand selection; the role of price and non-price elements of the marketing mix in influencing brand choice; a novel means of describing the structure of markets in terms of the combination of utilitarian and symbolic benefits consumers obtain from their purchases; and, a new means of analyzing consumer behaviour in terms of elasticity of demand.
Über den Autor und weitere Mitwirkende
GORDON FOXALL is Distinguished Research Professor at Cardiff University, UK. He is a graduate of the Universities of Birmingham (PhD business) and Strathclyde (PhD psychology), and holds a higher doctorate of the University of Birmingham (DSocSc). He is a Fellow of both the British Psychological Society (FBPsS) and the British Academy of Management (FBAM), and an Academician of the Academy of Learned Societies for the Social Sciences (AcSS). JORGE M.OLIVEIRA-CASTRO is an Associate Professor of Psychology at the University of Brasilia, Brazil. He is a graduate of the University of Brasilia (Psychologist and Masters) and Auburn University (PhD). His research interests lie in the experimental analysis of behaviour and in the application of learning and behavioral economic principles to the analysis of consumer behavior. VICTORIA JAMES is a Lecturer in Marketing and Strategy. Her research interests lie in the application of behavioral psychology to consumer choice models. Her undergraduate work was at the University of Birmingham and she has also graduated from Cardiff University (Postgraduate Diploma) and Keele University (PhD Management). TERESA SCHREZENMAIER works for Prophet, a leading brand strategy consultancy in London. She started her career as a Research Associate, working in the field of consumer psychology. Teresa is a graduate of Cardiff University where she gained a PhD in Marketing, exploring consumer brand choice through the lens of behavioral economics.