Young Consumer Behaviour

<p>The book focusses on exploring the behaviour of young consumers as individuals and societal members. It addresses different aspects of consumption activities of children as individuals such as motivation and involvement perception learning attitude the self and personality. It presents chapters on consumer behaviour in social settings contextualised to young consumers ranging from culture sub-culture income social class family to groups. It also covers more contemporary issues with regards to young consumer behaviour such as neuromarketing social media and consumer misbehaviour. Specifically the book bridges the gap between historical perspectives and contemporary issues.</p>