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Mahatoo, Winston M.

Toronto, Wiley, c1985. 428pp, paperbound boards, $38.95, ISBN 0-471-79759-6. CIP

Grades 12 and up
Reviewed by David Chadwick

Volume 13 Number 5
1985 September

Understanding consumer behaviour is a multi-million dollar industry, and one that is growing in importance each year as the economy becomes more service oriented.

The author of this book is a psychologist who has taught consumer behaviour courses in universities for fifteen years and has extensive experience as a marketing consultant for business and government. Consequently, his approach is a mixture of psychology and marketing principles and is geared for an undergraduate course.

Published in 1985, the text uses numerous case studies from 1983 and 1984 and can be considered up to date. Of particular use to Canadian readers are the numerous Canadian examples.

They are used to explain motivation, attitudes, psychographics personality and lifestyle, culture, social factors, family influence, and other influences. While it is true he does not use the term, "yuppy," he certainly does discuss many of the ways advertisers are appealing to, that group, such as the use of pseudo rock videos, reference groups, and appeals to quality and distinction. Each of the nineteen chapters includes several case studies, a thorough list of notes that can be used for further reading, and a series of questions that can be used to provoke discussion.

The book appears to be logically organized and is an interesting read. Still, after reading about the techniques and factors used in marketing penetration and segmentation, one wonders whether timing and a bit of luck are not the two key factors in commercial success.

David Chadwick, Winnipeg, Man.
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