Book Title: Introduction to Consumer Behaviour

Author: Andrea Niosi

Book Description: This open textbook was designed for students studying business or marketing at an undergraduate level. It draws on OER content from the fields of marketing, business, communications, media studies, psychology, sociology, and anthropology. It invites readers to examine the internal forces that shape consumer decision making, such as perceptions, motivations, personality, and attitudes as well as the external ones, such as social and situational influences, culture, and subcultures. This text centres the lived experiences of today’s consumers, specifically, undergraduate students. The author has also made efforts to decolonize the topic of consumer behaviour by decentreing whiteness and dominant culture perspectives wherever possible. This OER contains content created by students from Kwantlen Polytechnic University and is best used alongside the Ancillary Resource Guide that contains several essays, case studies, assignments, and project outlines, and an accompanying multiple choice test bank.