The fifth edition of this best-selling Australian text continues to convey the essence of consumer behaviour and to connect psychological, socio-cultural and decision making aspects of the discipline. It retains the strong empirical and market segmentation approach that has made previous editions so popular with lecturers and students alike. 

The authors explain in a clear and integrated fashion the consumer behaviour variables, the different types and importance of consumer research, and problems encountered in performing research. The text is structured in a logical manner that enables students to understand how distinct factors influence decision making and new examples, including advertisements, help students to ground the theory.