Consumer Behavior

Consumer Behavior : Buying, Having, and Being: International Edition

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For sophomore/junior-level courses in Consumer Behavior and Consumer Psychology in the department of Marketing, and for use in MBA courses.Using a lively writing style, examples that relate directly to students as consumers, and "cutting-edge" research, this critical examination of marketing practices explains why people buy things and how products, services, and consumption activities contribute to the broader social world that consumers experience. It not only probes the psyche of the American consumer, but also considers the many other consumers around the world whose diverse experiences with buying, having, and being are equally valid and vital to understand. Uses a psycho-social, behavioral approach.
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Product details

  • Paperback | 608 pages
  • 205 x 255 x 23mm | 1,050g
  • Pearson
  • United States
  • 4th edition
  • illustrations (chiefly colour) facsimiles (chiefly colour)
  • 0130812552
  • 9780130812551

Table of contents

I. CONSUMERS IN THE MARKETPLACE. 1. An Introduction to Consumer Behavior. II. CONSUMERS AS INDIVIDUALS. 2. Perception. 3. Learning and Memory. 4. Motivation and Values. 5. The Self. 6. Personality and Lifestyles. 7. Attitudes. 8. Attitude Change and Interactive Communications. III. CONSUMERS AS DECISION MAKERS. 9. Individual Decision Making. 10. The Purchase Situation, Postpurchase Evaluation, and Product Disposal. 11. Group Influence and Opinion Leadership. 12. Organizational and Household Decision Making. IV. CONSUMERS AND SUBCULTURES. 13. Income and Social Class. 14. Ethnic, Racial, and Religious Subcultures. 15. Age Subcultures. V. CONSUMERS AND CULTURE. 16. Cultural Influences on Consumer Behavior. 17. The Creation and Diffusion of Consumer Culture. Glossary. Indexes.
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