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Full Description
In 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 behavior
The consumer buying process
A throughgoing focus on global, ethical, and social media issues relevant to consumer behavior
Supplementary materials for instructors, including PowerPoint slides and a Test Bank
Contents
Part 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
