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Full Description
For undergraduate and graduate courses in consumer behavior.
Strategic applications for understanding consumer behavior
Consumer Behavior, 12th Edition explores how the examination and application of consumer behavior is central to the planning, development, and implementation of successful marketing strategies. With an emphasis on developing a variety of useful skills, this text prepares readers for careers in brand management, advertising, and consumer research. The 12th Edition has been significantly updated to address contemporary trends and issues, including the role of new media, technological advances, and recent ethical concerns affecting the industry.
Contents
I. Consumers, Marketers, and Technology
Technology-Driven Consumer Behavior
Segmentation, Targeting, and Positioning
II. The Consumer as an Individual
Consumer Motivation and Personality
Consumer Perception
Consumer Learning
Consumer Attitude Formation and Change
III. Communication and Consumer Behavior
Persuading Consumers
From Print and Broadcast Advertising to Social and Mobile Media
Reference Groups and Word-of-Mouth
IV. Consumers in their Social and Cultural Settings
The Family and Its Social Standing
Culture's Influence on Consumer Behavior
Subcultures and Consumer Behavior
Cross-Cultural Consumer Behavior: An International Perspective
V. Consumer Decision-Making, Marketing Ethics, and Consumer Research
Consumer Decision-Making and Diffusion of Innovations
Marketing Ethics and Social Responsibility
Consumer Research
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