Consumer Behaviour,
2nd Edition

Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters, Eugene Chan, Gavin Northey

ISBN-13: 9780170439978
Copyright 2021 | Published
472 pages | List Price: USD $108.75

The text explores new examples of consumer behaviour using case studies, advertisements and brands from Australia and the Asia-Pacific region. The authors recognise the critical links to areas such as marketing, public policy and ethics, and cover the importance of online consumer behaviour with content on how social media and evolving technologies are changing the way marketers understand consumers. Examine 'Marketing Implications' to learn how theoretical concepts are used in practice, and challenge yourself to think about how marketing decisions impact consumers as you begin to analyse consumer behaviour with cases featuring extensive Australian and international examples.


Part 1 An introduction to consumer behaviour
1 Understanding consumer behaviour
A1 Appendix: Conducting research in consumer behaviour

Part 2 The psychological core
2 Motivation, ability and opportunity
3 From exposure to comprehension
4 Memory and knowledge
5 Attitudes and persuasion

Part 3 The process of making decisions
6 Problem recognition and information search
7 Judgement and decision making
8 Post-decision processes

Part 4 The consumer’s culture
9 Social influences on consumer behaviour
10 Consumer diversity
11 External and internal influences on consumer behaviour

Part 5 Consumer behaviour outcomes and issues
12 Innovations: adoption, resistance and diffusion
13 Symbolic consumer behaviour
14 Marketing, ethics and social responsibility in today’s consumer society

  • Wayne D. Hoyer

    Wayne D. Hoyer holds the James L. Bayless/William S. Farish Fund Chair for Free Enterprise and is Chairman of the Department of Marketing. He received his Ph.D., M.S., and B.S. from Purdue University. His major area of study is consumer psychology and his research interests include consumer information processing and decision making, customer relationship management and new product development, and advertising information processing (including miscomprehension, humor, and brand personality). Dr. Hoyer has published more than 100 articles in academic journals, such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, and other marketing and psychology forums. His 1998 article on assortment perceptions (with Susan Broniarczyk and Leigh McAlister) won the 2003 O’Dell Award from the American Marketing Association. He has also been the Montezemolo Visiting Research Fellow in the Judge School of Business and is a Visiting Fellow of Sidney Sussex College at the University of Cambridge (UK). Dr. Hoyer has taught internationally at the University of Cambridge (UK), University of Mannheim, the University of Muenster, and the Otto Beisheim School of Management (Germany), the University of Bern (Switzerland), and Thammasat University (Bangkok, Thailand).

  • Deborah J. MacInnis

    Deborah MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration and Professor of Marketing at USC’s Marshall School of Business. She received her PhD from the University of Pittsburgh. Her work focuses on the role of emotions in consumer behavior and branding. She has received the Journal of Marketing’s Alpha Kappa Psi and Maynard Awards for the papers that make the greatest contribution to marketing thought as well as the Long-Term Contribution Award from the Review of Marketing Research. Dr. MacInnis has served as Co-Editor and Associate Editor of the Journal of Consumer Research and Associate Editor for the Journal of Marketing and the Journal of Consumer Psychology. In addition to co-authoring CONSUMER BEHAVIOR, she has several edited volumes on branding and has an upcoming book on developing, enhancing and leveraging brand admiration. She is former Treasure and President of the Association for Consumer Research and former Vice President of Conferences and Research for the American Marketing Association’s academic council. She is the winner of local and national teaching awards. Dr. MacInnis has also served the Marshall School of Business as Vice of Research and Strategy and Vice Dean of the Undergraduate Program. Her consulting includes work with major consumer packaged goods companies, business-to-business marketers and advertising agencies. She enjoys reading, walking, music, and drawing and adores her family and pets.

  • Rik Pieters

    Rik Pieters is Professor of Marketing in the Tilburg School of Economics and Management (TISEM) of Tilburg University, the Netherlands. He received his Ph.D. in social psychology from the University of Leiden in 1989. Dr. Pieters believes in interdisciplinary work and that imagination, persistence and openness to surprise are a person’s biggest assets. He has published more than 90 articles in marketing, psychology, economics, and statistics. His work has appeared in Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Science, Management Science, and International Journal of Research in Marketing. Dr. Pieters has published in the Journal of Personality and Social Psychology, Organizational Behavior and Human Decision Processes, European Journal of Social Psychology, Emotion, Psychological Science, Journal of Economic Literature. His research concerns attention and memory processes in marketing communication and the role of emotions in consumer decision making. He has served as Co-Chair of the Association for Consumer Research annual conference and has co-organized special conferences on visual marketing, social communication, and service marketing and management. He has taught internationally at Pennsylvania State University; University of Innsbruck, Austria; Koc University, Turkey; and the University of Auckland, New Zealand. Dr. Pieters has been Strategy Director for National and International clients at the Prad/FCB Advertising Agency, Amsterdam office. He bakes bread, rides bikes, and drinks hoppy, fermented barley beverages, all except the first in moderation.

  • Eugene Chan

    Eugene Chan is an Associate Professor in the Division of Consumer Science at Purdue University in Indiana, USA. Eugene has previously taught marketing at both Monash University in Melbourne, and at The University of Technology, Sydney, Australia. He grew up in Toronto and received his PhD from the University of Toronto after receiving his undergraduate and master’s degrees in psychology from Michigan and Chicago, respectively. His research interests are in consumer, financial and political decision-making. His work has been published in outlets such as Computers in Human Behavior, European Journal of Marketing, European Journal of Social Psychology, Evolution and Human Behavior, International Journal of Research in Marketing, and Organizational Behavior and Human Decision Processes. He teaches consumer behaviour, marketing research and services marketing at undergraduate, master’s and doctoral levels.

  • Gavin Northey

    Gavin Northey (PhD, Western Sydney University) is a senior lecturer in marketing at Griffith University (Gold Coast). Having worked in both industry and academia, he sees the continual transfer of evidence-based knowledge between the two as a defining career objective. As a researcher, Gavin focuses on both the causes and implications of consumer behaviour in different marketing scenarios. He loosely follows a constructivist approach to examine the effects of both learned and developmental knowledge on human behaviour. A committed sensory marketer, he believes the human sensory modalities are the nexus for a firm's product offerings and its long-term competitive advantage. While teaching at the University Of Auckland from 2016, Gavin won several prestigious grants and was been named as ‘Outstanding Reviewer’ by the European Journal of Marketing, 2018; ‘Best Reviewer’ (Marketing Theory & Research) for the 2017 ANZMAC conference, and ‘Best Reviewer’ (Consumer Behaviour) for the 2016 ANZMAC conference.

  • New reflective/engagement questions have been added at the end of each opening vignette, to promote student engagement and critical thinking

  • New 'Consumer Psychology' has been added to considerations boxes, and 'Social Media Considerations' replaces 'Technology' boxes; these provide current examples and information on cultural considerations, research considerations, international considerations

  • New 'Summary' sections wrap up each learning objective's contents

  • Conceptual framework model shows students how each aspect of consumer behaviour is connected across the text. The model provides an overview of how consumer behaviour topics are interconnected throughout the text, by part and chapter. The model demonstrates how psychology and culture influence consumer decisions

  • Vignettes and cases are accompanied by reflective questions so that students have opportunities to reflect on their reading

  • 'Marketing Implications' boxes in each chapter provide students with examples of marketing applications that demonstrate how theoretical concepts are used in practice so that students can learn from best practice

  • 'Considerations' boxes provide current examples and information on culture, research, digital and social media, consumer psychology, and international consumer behaviour

  • End-of-chapter study tools include summaries of each learning objective, a return to the reflective question from the opening vignette, a case study with reflective questions, as well as questions for review and discussion

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

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Cognero Test Bank

Consumer Behaviour Artwork from the text

Consumer Behaviour Instructor' s Manual

Consumer Behaviour PowerPoint Slides

Instructor Website for Hoyer's Consumer Behaviour