Consumer Behavior: An Applied Approach

Consumer Behavior: An Applied Approach

3.33 (3 ratings by Goodreads)
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This reader-friendly book takes an interesting ride down today's information superhighway to the bulging marketplace -- filled with products and services able to satisfy an infinite number of consumer needs and wants. It looks at important developments in consumer behavior -- with cross-functional perspectives, and real-life business examples -- while encouraging users to interact with the Internet.Topics include consumer research, perception, learning, memory, and attitudes; motivation and emotion; personality, self-concept, and lifestyle; consumer decision making; communication; innovations; group influence, personal influence, and word-of-mouth; social class; and culture and microcultures.
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Product details

  • Paperback | 604 pages
  • 210.82 x 261.62 x 20.32mm | 1,587.57g
  • United States
  • English
  • 2nd
  • 0757517862
  • 9780757517860

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3 ratings
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