New book gives European perspective on consumer behaviour
Published 21 January 2010
Margaret Hogg, Professor of Consumer Behaviour and Marketing at Lancaster University Management School, is co-author of the new fourth edition of a classic book on consumer behaviour published in 2010.
Consumer Behaviour: A European Perspective (4th edition) offers a comprehensive introduction to consumer behaviour for marketing students. Most importantly, it provides a European perspective and context for examining the central concepts in this area. It shows how research and concepts in this subject can inform and be applied to broader/strategic marketing issues.
Using a lively and accessible style, it takes a multi-disciplinary approach to the discussion of consumer behaviour theory and applications, and includes the latest trends and demographic data for profiling European consumers. The main objective of this new edition is to significantly increase its relevance for European students and scholars, while retaining the accessibility and contemporary approach of earlier editions. One of the important features of the book are eighteen new cases, alongside four cases retained from the 3rd ed, so twenty-two cases in all; and accompanying expanded and updated class exercises. An innovative feature of this new edition are the essays written by leading European and U.S. scholars about the future of research in the consumer behaviour field. The book is aimed at students new to consumer behaviour at either the undergraduate or postgraduate level, and should appeal particularly to second and third year undergraduate marketing students, or those students taking a consumer behaviour module as part of a business course.
The other authors are Michael Solomon, Professor of Marketing at the Haub School of Business, St Joseph’s University, Philadelphia USA; Gary Bamossy, Professor of Marketing at the McDonough School of Business, Georgetown University, Washington D.C., USA; and Soren Askegaard, Professor of Marketing at University of Southern Denmark, Odense.
About Margaret Hogg
Margaret K Hogg holds the Chair of Consumer Behaviour and Marketing in the Marketing Department at Lancaster. Before joining LUMS in 2004, she was Reader in Consumer Behaviour at the Manchester School of Management (UMIST) where she taught courses in consumer behaviour at undergraduate and postgraduate levels for eight years.
Margaret read Politics and Modern History at Edinburgh University, followed by postgraduate studies in history at the Vrije Universiteit, Amsterdam and then by an MA in Business Analysis at Lancaster University. She spent six years working in Marketing with K Shoes, Kendal. She completed her part-time PhD at Manchester Business School in Consumer Behaviour and Retailing, sponsored by University College Salford. She was the joint winner of the 1999/2000 UMIST Millenium Prize for Teaching Excellence; and joint winner of a UMIST/University of Manchester award for Innovation in the Curriculum in 2002. Since joining LUMS her main consumer behaviour teaching has been in the supervision of MSc dissertations and doctoral theses.
Margaret’s research interests are around the issues of identity, self and consumption within consumer behaviour, including such topics as: the negative self and the role of distastes in consumer behaviour which draws from the disciplinary areas of the sociology of consumption and social psychology (working with Dr Emma Banister). She is also researching women’s identity projects in relation to the role transitions in their changing experience of motherhood and family work which draws heavily on sociology of the family, feminist sociology and social psychology literature.
She has just joined colleagues from LUMS (Dr Maria Piacentini) and Nottingham University (Dr Sally Hibbert) on a project looking at disadvantaged and vulnerable consumers.
Margaret's other research interests include the acquisition of attitudes to products and brands (and the associated product/brand imagery) by younger consumers including adolescents and very young children; the impact of psychological influences (such as self-monitoring) and external influences (such as situational and social factors) on consumers’ self images and product/brand images, and their consequent evaluation and choice of products and brands; the consumption of advertising - for example the role of social comparison in women’s consumption of advertising; the role and impact of gender on consumption and advertising (e.g., in the processing and interpretation of media messages about consumption symbolism); and the impact of feminist theory and methodology on representation and discourses in consumer behaviour research.
Her work has appeared in refereed journals including Consumption, Markets and Culture, Journal of Advertising (forthcoming); Journal of Business Research; Journal of Marketing Management; European Journal of Marketing and International Journal of Advertising. She edited six volumes on Consumer Behavior Research in the Sage Library of Business and Management series; and wrote a chapter “Stories: how they are used and produced in market(ing) research” with Dr Gillian Hopkinson (2006) for Russell Belk’s Handbook of Qualitative Research Methods in Marketing (Edward Elgar, Northampton, USA). She co-edited a special issue on “Changing perspectives on consumer behaviour” in the Journal of Consumer Behaviour Vol 5 (2) (with K.Karantinou and B.R. Lewis), Spring 2006.
Margaret has presented papers at a number of international conferences including US meetings of the Association for Consumer Research (Advances in Consumer Research) and the Society for Consumer Psychology; and also regularly at European Marketing Academy Conferences (EMAC). She was an invited participant in the Doctoral Colloquium at the Asia-Pacific meeting of the Association of Consumer Research in Sydney, Australia (2006).