The book, Consumer Behavior - Classical & Contemporary Perspective, written by researchers at Linköping University, University of Borås and Stockholm University, has two starting points. Firstly, a consumer perspective where the consumer is seen as a subject, an active acting actor who deserves to be respected and has the power to change consumption patterns. The second point of departure is a sustainability perspective - consumption gives rise to economic, social and environmental issues that need attention.
Mikael Ottosson, Senior Lecturer, says:
"Our starting point has been to make a new and up-to-date lesson in a genre that, to date, has been dominated by American books, where future issues like sustainability often make sense of their absence. Consumer behavior is not only studied today by researchers in economics and psychology, but also by researchers in subjects such as sociology and anthropology. The diversity has led the book to catch, says Mikael Ottosson, senior lecturer in business administration at LiU.
The book describes the subject based on two theoretical fields. Theories about consumer psychology and decisions as well as theories of consumption culture and consumption practice. A concrete example of how the two perspectives complement each other are human consumption of food. In what context does the food be consumed, how are the decisions taken and what ideas are there about the products you choose or do not choose to consume.
- After reading the book, you understand how consumer behaviors have evolved up to today. Historically, the focus has been on the individual as decision makers who gladly acted rationally. Today, the importance of studying consumption culture and consumption practices emphasizes and understands consumers as individuals in their social context, says Karin M Ekström, LiU Alumn, and Professor of Business Administration at Borås University.
It is also through consumption as demand for products can change, which in turn changes company business models, product development and distribution channels. Companies and authorities also need to facilitate consumers to act sustainably, but in order to do that, understanding of the consumer's living conditions as well as what consumers need. Consumption also differs in different cultures.
"In a society where consumption has come to play an increasing role, there is an increased understanding of why and how people consume interesting for organizations, authorities and politicians," says Karin M Ekström.
"Communication about new products has increased while consumers are increasingly tired of companies' efforts to reach them. It makes it important to understand how customers think and how the cultural context influences the consumer's thoughts and actions, says Anders Parment, also LiU-Alumn and University Lecturer at Stockholm University.
The Consumer Behavioral Book is intended as a teaching subject in business administration at universities, but also suitable for all those who are professionally or privately in need of deeper understanding of consumption.
The book: Consumer behavior - classical & contemporary perspective, Karin M Ekström, Mikael Ottosson and Anders Parment, Student Literature 2017 is available by writing to firstname.lastname@example.org .