- Textbook Binding: 384 pages
- Publisher: Financial Times/ Prentice Hall; 1 edition (9 April 1997)
- Language English
- ISBN-10: 0133593169
- ISBN-13: 978-0133593167
- Product Dimensions: 23.2 x 17.2 x 2.2 cm
- Average Customer Review: 3.0 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 903,059 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
A higher level text emphasising research on consumer processes and issues that concern markets. The approach draws heavily on recent research but the origins of consumer behaviour problems are also covered.
Instructor's Manual is available
Instructor's Manual is available
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Customer Reviews
Most Helpful Customer Reviews
3 of 3 people found the following review helpful
Format:Textbook Binding
This book is (along with those by Gordon Foxall) the only CB texts that include a balanced approach to the theories that underly consumer behaviour. 99.9% of CB texts present only cognitivist theories of CB - this one compliments this by discussing the implications of behavioural/Social Learning theories(in the likeness to Skinner, Watson, Bandura etc) on consumer behaviour as well.
This book is a must for all marketing students, academics and practitioners (it's a required supplementary text for my 1st years). If you haven't read this, then you've only got half the picture!
0 of 2 people found the following review helpful
Format:Textbook Binding
This book is recommended by several lecturers, and is a required 'core' text book on my course (Buyer Behaviour).
Whilst I have no doubt in my mind that it is both a thorough and complete book, the author has given it his best effort to make it one of the hardest books to read.
It is not engaging, it is not stimulating, in is tremendously difficult to read, it is hard to see which of his theories he is not contradicting, the list goes on.
In some parts of the book, you almost feel that the language is difficult on purpose, so that he can impress the academic community.
I read many other marketing / buyer behaviour books, among them Kotlers / Fill / Cambell. It is a shame that East can not take a leaf out of those books! Easy to read, easy to make notes.
If you enjoy / read books by the above authors, do not buy this book. You will be in despair before the evening has ended.
Caveat emptor!!!
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
2 reviews
DIFFICULT to read, awfully unstructured but meaty enough...
6 April 2001
Format:Textbook Binding
If you're new to Consumer Behaviour, DON'T read this. Read a general (a typical textbook will do) text book to gain familiarity with CB concepts. Otherwise, you may feel a wave of nausea coming over you.
It's a book which is not easy to read at all because the structure of the books is rather weak. However, the contents are meaty in that East does not take any theory as THE theory (and neither should we as CB practitioner-academics or academic-practitioners) - therefore he explores and explores (unfortunately a better structure is needed to convey his ideas). He does prove that theories should not be taken for granted and we should constantly test them. Very difficult to read, but has some good points within it if you can read through it.
1 of 7 people found the following review helpful
Easy read
30 Sep 1999
Format:Textbook Binding
Concepts are sound and clearly illustrated
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