KPU Instructor and Student Authored Open Educational Resource & Ancillary Guide | Andrea Niosi

Edited by Andrea Niosi (School of Business)

Link to Resources: Introduction to Consumer Behaviour & Ancillary Resource Guide

This open textbook was designed for students studying business or marketing at an undergraduate level. It draws on the fields of marketing, business, communications, media studies, psychology, sociology, and anthropology. The book 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 decentre whiteness and dominant culture perspectives wherever possible to ensure a broader and more accurate representation of diverse consumers.

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.

Best,

	Urooj Nizami; MISt, MA (she/her) Open Education Strategist, KPU | Open Education Kwantlen Polytechnic University e urooj.nizami@kpu.ca w www.kpu.ca/open Subscribe to the KPU Open listserv here
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