Consumer Behaviour and Digital Transformation - 9781032149769

Taylor & Francis Ltd

Consumer Behaviour and Digital TransformationAuthor(s): Ayantunji Gbadamosi\nFormat: Paperback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9781032149769, 978-1032149769\nSynopsis\nThis comprehensive textbook explores how technological developments and emerging technologies impact on, and engage with, consumer behaviour and decision making globally. The book will enable readers to develop a coherent understanding of the basic underpinnings of consumer behaviour as they relate to individual and group-oriented consumption decisions, offering insight into how consumer behaviour, contemporary real-life situations, and digital technology are inextricably linked.\n\nKey learning objectives, exercises and activities, boxed examples and analytical frameworks facilitate and enrich students learning. Each chapter includes pause, plan, and practice (PPP) activities, as well as real-life case studies exploring digital consumption, digital consumer experience.