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13/12/2019  
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BOOKS

Young Consumer Behaviour "A Research Companion"


Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention. Their roles and relevance in family consumption activities are becoming increasingly profound.
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Young Consumer Behaviour
Available evidence shows that they cannot be ignored in the marketplace dynamics as they consume goods and services in their households and are involved in various other active roles in their household consumption including making decisions where applicable. Hence, the landscape of young consumer behaviour is changing.

Young Consumer Behaviour: A Research Companion focusses on exploring the behaviour of young consumers as individuals and societal members. The chapters address different aspects of consumption activities of children as individuals like motivation, involvement, perception, learning, attitude, the self, and personality. Similarly, chapters on consumer behaviour in social settings contextualised to young consumers including culture, sub-culture, family, and groups are incorporated into the book.

This book fills a gap in the literature by addressing the dynamics of consumption patterns of this consumer group, in relation to various marketing stimuli and different stakeholders. It combines eclectic perspectives on the topic and specifically, bridges the gap between historical perspectives and contemporary issues. Building on the extant literature in the field of marketing and consumer behaviour, this book is a compendium of research materials and constitutes an essential reference source on young consumer behaviour issues with both academic and managerial implications.

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Books
"Tthe study of human behaviour was political from the beginning"
The EU "An Obituary"
Startup Cities "Why Only a Few Cities Dominate the Global Startup Scene"
Blockchain Revolution "How the Technology Behind Bitcoin and Cryptocurrency Is Changing the World "
Doughnut Economics "Seven Ways to Think Like a 21st-Century Economist "
The People vs Tech "How the Internet Is Killing Democracy"
Theses and dissertations
1 The Virtual World We Inhabit
2 Squid pigments could be used in food and health for their antioxidant and antimicrobial properties
3 China, Germany, Japan, Korea and the United States dominate global innovation - WIPO report 2019
4 Graphene activates immune cells helping bone regeneration in mice
5 Health in the EU: shift to prevention and primary care is the most important trend across countries
6 "Tthe study of human behaviour was political from the beginning"
7 Scientists find a place on Earth where there is no life
8 New methodology developed to monitor patients with glioblastoma
9 Education 4.0: Beware the dark side of university restructuring
10 The embryonic origin of the Cyclops eye
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