Description
Book SynopsisIn Consumer Behavior, the authors deliver a cutting-edge examination of consumer behavior, combining a thorough introduction to the subject with an overview of common and important consumer behaviors, contemporary social issues impacting consumer behavior including social media, a global mindset of consumer behaviors, and the ethical aspects of consumer behavior. The authors draw on extensive consumer behavior research and teaching experience to offer a streamlined pedagogical framework designed to provide a contemporary and fresh voice in the discipline. Consumer Behavior is ideal for undergraduates, graduate, MBAs, and executives seeking new insights to better understand consumers. In this edition, you'll find: An easy-to-follow introduction to and overview of consumer behaviorThe consumer buying processA throughgoing focus on global, ethical, and social media issues relevant to consumer behaviorSupplementary materials for instructors, including PowerPoint slides and a Test Bank
Table of ContentsPart I - Introduction: Consumer Behavior Insights
1. Introduction: Consumers are Key to a Company’s Success
2. Consumers’ Insights as Drivers of Marketing Strategies
3. How (and Why) to Listen to Consumers
Part II - Consumer Buying Process
4. How Consumers Make Decisions
5. Post-Purchase Behavior
6. The Irrational Consumer: Biases and Situational Effects on Consumers’ Decision-Making
Part III - Unveiling the Black Box of the Consumer Buying Process
7. Consumer Motivation and Emotions
8. Consumer Personality and Self-Concept
9. Learning and Memory
10. Consumer Attitude Formation and Change
11. Consumers’ Perception
12. Consumers’ Social and Cultural Context
Part IV - Diverse Perspectives That Comprise Us All
13. The Global Consumer
14. Social Media
15. Do Good Consumption
