Book Title: Introduction to Consumer Behaviour

Author: Andrea Niosi

Book Description: This open textbook was designed for students studying business or marketing at an undergraduate level. It draws on the fields of marketing, business, communications, media studies, psychology, sociology, and anthropology. The book invites readers to examine the internal forces that shape consumer decision making, such as perceptions, motivations, personality, and attitudes as well as the external ones, such as social and situational influences, culture, and subcultures. This text centres the lived experiences of today’s consumers, specifically, undergraduate students. The author has also made efforts to decentre whiteness and dominant culture perspectives wherever possible to ensure a broader and more accurate representation of diverse consumers.

This OER contains content created by students from Kwantlen Polytechnic University and is best used alongside the Ancillary Resource Guide that contains several essays, case studies, assignments, and project outlines, and an accompanying multiple choice test bank.

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Book Information

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This book is a cloned version of Introduction to Consumer Behaviour by Andrea Niosi, published using Pressbooks under a CC BY-NC-SA (Attribution NonCommercial ShareAlike) license. It may differ from the original.


Andrea Niosi



Sales and marketing management


Introduction to Consumer Behaviour
Andrea Niosi

© 2021 Andrea Niosi

The CC licence permits you to retain, reuse, copy, redistribute, and revise this book—in whole or in part—for free providing it is for non-commercial purposes, and remixed or adapted work is reshared under the same license, and the author is attributed as follows:

This book includes content adapted from multiple OER, all of which are attributed at the end of the chapter that the content appears in.

If you redistribute all or part of this book, it is recommended the following statement be added to the copyright page so readers can access the original book at no cost:

Download for free from the B.C. Open Collection.

Sample APA-style citation (7th Edition):

Niosi, A. (2021). Introduction to consumer behaviour. BCcampus.

Cover image attribution:

Ebook ISBN: 978-1-77420-116-9                                  Print ISBN: 978-1-77420-115-2

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Primary Subject
Sales and marketing management
Additional Subject(s)
Sales and marketing, Online marketing / Social media marketing, Consumerism
Publication Date
June 25, 2021
Ebook ISBN
Print ISBN