Understanding the Consumer brings together marketing theory and practice in a truly consumer-centric approach. It challenges the lip service usually paid to this concept and demonstrates that a fundamental understanding of the consumer is critical to the future of effective marketing. Drawing on cutting-edge developments in the literature it reconceptualizes how consumers respond and act in the marketplace with particular attention to: - relationships with suppliers, products and brands - their innovative, creative and resistant behaviour - the complexity and unpredictability of their consumption behaviour - their increasing need to get closer to production. The book challenges existing functionally driven marketing thinking and shows how a more holistic approach to the marketplace will drive better theory and practice. It combines a jargon-free approach to the subject with an illustration of the relevant theory using practical, topical examples from the marketplace as well as drawing on other business related disciplines including sociology and economics to support its arguments.

Revisiting the Time of Adoption and Resistance

Revisiting the Time of Adoption and Resistance

Revisiting the time of adoption and resistance

For every learning curve, a plateau phase.

For every dish of the day, a sell-by date.

A backlash to every latest craze.

A riptide to every seventh wave.

For every moment of truth, an afterthought.

For every miracle cure, an antidote.

From: Armitage (2002), A Tree Full of Monkeys


Consumers who adopted an innovation later than the majority, or indeed did not adopt have been termed Laggards (Rogers, 1995). The word implies people behind the times and not in the first wave of the innovative, the fashionable and indeed the marketable. But is it right to generalize in this way? Those who choose not to buy the newest, latest things may have a range of motivations and reasons for ...

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