01 / Reading Guide
Reading Guide
Who this book is for
For undergraduate marketing students who want to understand consumers’ experiences rather than jump straight to promotional tactics. Niosi draws on several social sciences and centres situations familiar to students. Attention to representation and dominant cultural assumptions makes the book useful for questioning whose experiences are treated as normal in marketing analysis.
Prerequisites
No advanced psychology is required. Introductory marketing or business study is useful, together with the ability to compare examples and distinguish an explanatory concept from a stereotype about a consumer group.
What it covers
Eight parts cover perception, learning, motivation and involvement, personality and self, attitudes, individual decision processes, social and situational influences, and culture and subcultures. Reflections and associated teaching materials invite application. The chapters connect internal processes with a social environment, avoiding the idea that a purchasing choice can always be explained by an isolated personal trait.
How to use it
Choose an ordinary purchase or disposal decision and record the sequence before applying a model. Identify one perceptual influence, one learned association and one social constraint, then consider which explanation has direct evidence. Compare two consumers in different situations without reducing either to a demographic label. Design a small observation or interview question that could challenge your first interpretation. Finish with a marketing implication and discuss its ethical limit, including whether a proposed tactic exploits rather than informs the person deciding.
Edition and sources
BCcampus published this complete edition in June 2021; the selected ISBN identifies the ebook. The text uses CC BY-NC-SA 4.0, with chapter attributions and separate image licences. It is adapted from the author’s KPU version, so differences between institutional copies should be checked when assigning sections. Downloaded files may not include every ancillary or interactive feature. Official complete reading route.
