Consumer Behaviour - Digitalt

Karin M. Ekström, Ph.D, is professor in marketing at the University of Borås, where she heads the Sustainable Consumption Research Group. Mikael Ottosson, Ph.D, is senior lecturer in marketing at Linköping University. His research interests include sustainable consumption and sustainable business development. Anders Parment, Ph.D, is senior lecturer in marketing at Stockholm University. Among other things, he has been in 
charge of research projects studying buying behaviors in different types of market areas.
 The authors have many years’ of experience in teaching consumer behavior, marketing strategy and managing marketing channels at all levels. 
Consumer Behavior Classical and Contemporary Perspectives

Consumer Behavior: Classical and Contemporary Perspectives provides a basic understanding of the subject of consumer behavior. A better understanding in terms of why and how people consume is particularly relevant in today’s society since consumption has become an increasingly important part of people’s lives. This book differs from most previous textbooks by describing the subject of consumer behavior based on two comprehensive theoretical fields: theories concerning consumer psychology and decision-making, and theories concerning consumer culture and practices. These two perspectives complement one another and contribute to a better understanding of the complexity of consumption. Furthermore, the book has a sustainability perspective. The impact of consumption on the environment is important to highlight, not least with regard to future generations. The book also has a consumer perspective in that the consumer is not seen as a passive recipient of offers, but rather as an active actor who must be given the opportunity to make his or her voice heard. A better understanding of consumers’ different living conditions and the situations they encounter will give companies and other organizations a better chance to reach out to consumers and meet their needs. Consumer Behavior is also available in Swedish, published by Studentlitteratur.