This textbook explores how technological developments and emerging technologies impact on, and engage with, consumer behaviour and decision-making globally. The book will enable readers to develop a coherent understanding of the basic underpinnings of consumer behaviour as they relate to individual and group-oriented consumption decisions.

Ayantunji Gbadamosi is an Associate Professor in Marketing and Co-chair of the Research Ethics Committee at Royal Docks School of Business and Law, University of East London, UK.

Part 1: Technology and the Contemporary Consumer Behaviour: An Introduction 1. Consumer Behaviour: Discussing the Boundaries and Introducing the Digital Consumer 2. Ethics and Contemporary Issues in Consumer Behaviour 3. Consumer Decision-making Processes Part 2: Digital Transformation in the Socio-Cultural Impacts on Consumption 4. Impact of Culture and Sub-culture on Consumer Decisions 5. Reference Groups, Social Class, and Consumer Behaviour Part 3: Digital Transformation and the Psychological Influences on Consumer Behaviour 6. Consumer Perception - Beauty in the Eyes of the Beholder 7. Impact of Learning and Memory on Consumer Behaviour 8. Attitude Formation and Change in Consumer Behaviour 9. Consumer Motivation 10. Consumer Personality and The Self Part 4: Exploring Creativity and Innovation in How Technology Impacts Consumer Behaviour 11. Technology, Diffusion of Innovation, and Consumer Behaviour 12. Contemporary Consumer Research 13. Consumer Behaviour and Technology: A Look into the Future.