The field of consumer behaviour is young, dynamic and influx. It is constantly being cross-fertilised by perspectives from many different disciplines. Now in its third edition, "Consumer Behaviour: A European Perspective" has been completely revised and updated. The text continues to provide a comprehensive, lively, contemporary and practical introduction to consumer behaviour, and how consumer behaviour research and concepts can inform and be applied to broader, strategic marketing issues. In a unique five part micro-to- macro 'wheel' structure, this book covers the diversity of European values, popular culture, lifestyles and consumption and their role and relationship in formulating marketing strategy in detail. The unique five part micro-to-macro 'wheel' structure of the text takes a multi- disciplinary approach to the discussion of consumer behaviour theory and applications and includes the latest attitude and demographic data for profiling European consumers. New to this edition are: examination of the demographics and social changes inherent in the structure of the new EU-25; more illustrative examples and cases which are analysed and discussed in a European consumer context; additional European scholarly references; substantial changes in the chapters dealing with demographic groups, subcultures, and lifestyles; discussion of the new opportunities and challenges in the European marketplace, as well as the implications and challenges of carrying out business strategies and tactics; and 20 pan-European cases with thought-provoking questions. Michael Solomon is Human Sciences Professor of Consumer Behaviour at Auburn University, Alabama, USA.Gary Bamossy is Professor of Marketing, Vrije Universiteit, Amsterdam and Director of the Global Business Program, University of Utah, USA. Soren Askegaard is Professor of Marketing at the University of Southern Denmark, Odense. Margaret K. Hogg is Professor of Consumer Behaviour and Marketing, Lancaster University Manageme