For undergraduate or first year MBA students.This revision of a classic text retains the strong empirical and market segmentation approach that has set the standard for consumer behavior study through seven editions. This new edition focuses on how the Internet has changed the way people obtain information about potential purchases. This edition now includes thirty-two Active Learning mini-cases.
- Paperback | 688 pages
- 208.3 x 256.5 x 30.5mm | 1,388.01g
- 09 Apr 2003
- Pearson Education (US)
- United States
- 8th edition
Table of contents
PART I. INTRODUCTION. 1. Introduction: Diversity in the Marketplace. 2. Consumer Research. 3. Market Segmentation. PART II. THE CONSUMER AS AN INDIVIDUAL. 4. Consumer Motivations. 5. Personality and Consumer Behavior. 6. Consumer Perception. 7. Consumer Learning. 8. Consumer Attitude Formation and Change. 9. Communication and Consumer Behavior. PART III. CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS. 10. Reference Groups and Family Influences. 11. Social Class and Consumer Behavior. 12. The Influence of Culture on Consumer Behavior. 13. Subcultures and Consumer Behavior. 14. Cross-Cultural Consumer Behavior: An International Perspective. PART IV. THE CONSUMER'S DECISION MAKING PROCESS. 15. Consumer Influence and the Diffusion of Innovations. 16. Consumer Decision Making. Glossary. Company Index. Name Index. Subject Index. Credits.