This book provides an overview of consumer behaviour and public relations. Consumer behavior is the study of the processes involved in the purchase, use and disposal of products or services. The aim of public relations is to build positive relations between an organisation and its stakeholders. This textbook is an introductory textbook and it is aimed at undergraduate students of marketing. Each chapter in the textbook is enhanced by a series of case studies, both global and Australian, which reflect the changing nature of the marketplace. The textbook also covers contemporary topics such as digital media, social media marketing, sustainable marketing, greenwashing and ethics.
Case Study: virtual smoking and apps – the new frontier of cigarette marketing communications?
Consumer purchasing process
Evaluation of alternatives
Store choice and purchase
Ethics box: marketers turn to advergames to appeal to children
Learning and memory
External influences on consumer behaviour
Reference groups and opinion leaders
Trends in the consumer buying environment
Ethics box: advertiser required to mend ITS wicked ways
Case Study: male fashion
Case Study: Contiki Australia
Case Study: Pinterest – who am I?
Case Study: Irish whiskey – enjoying a resurgance
Case: White Ribbon New Zealand – using public relations to raise awareness of violence against women
Public relations and stakeholder groups
Corporate social responsibility
Green marketing and green consumer segments
Preventing or reducing image damage
Ethics box – the brand police – a step too far?
Ethics box: experiential marketing of alcohol
Case study: the lure of festivals
Case Study: nab, the banking rebel, says it’s time to break up
Case: do shock tactics generate behavioural change?
Case Study: do not knock
About the author
Dr. Breda McCarthy
Dr. Breda McCarthy is a lecturer in Marketing in James Cook University (JCU), Townsville, Australia. She obtained a BBS and an MBS from the University of Limerick, Ireland. She obtained a PhD from Dublin City University, Ireland in 1997. She has been a marketing executive and researcher at various points in her career.