Consumer Behaviour

Consumer Behaviour

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Designed to be used alone or packaged WITH ANY core texts in consumer behavior. (Price in package, $10.) This unique casebook applies consumer behavior theory to practice via 21 cases and activities. To package with Solomon's Consumer Behavior text use ISBN 0131850563 or to package with Schiffman and Kanuk's Consumer Behavior text use ISBN 0131172239. For other package ISBNs-contact your Prentice Hall more

Product details

  • Paperback | 96 pages
  • 210 x 274 x 6mm | 199.58g
  • Pearson Education (US)
  • Prentice Hall
  • Upper Saddle River, United States
  • English
  • 0131133225
  • 9780131133228

Table of contents

I. PERCEPTION, LEARNING AND MEMORY. 1. Information Overload. 2. Operant and Classical Conditioning. 3. Memory Models and Promotional Strategies. II. CONSUMER MOTIVATION AND PERSONALITY. 4. The Great Debate. 5. Appealing to the Id, Superego, and Ego. 6. Means-End Analysis. III. CONSUMER ATTITUDES AND ATTITUDE CHANGE. 7. Multiattribute Model of Attitude Measurement. 8. Theory of Reasoned Action. 9. Attitude Change Strategies and the ELM. IV. CONSUMER DECISION MAKING. 10. Post-purchase: Customer Satisfaction/Retention. 11. Group/Family Decision Making. 12. Decision Rules: Choosing a Digital Camera. V. CULTURAL, PERSONAL, AND GROUP INFLUENCES. 13. Reference Groups I: Forms of Influence. 14. Reference Groups II: Types of Groups. 15. Culture and Consumer Behavior. VI. RESEARCHING CONSUMER BEHAVIOR. 16. The Diversity of Consumer Behavior. 17. Information Display Board. 18. Motivation Research--Projective Techniques. VII. SEGMENTING, TARGETING, POSITIONING, AND THE DIFFUSION OF INNOVATION. 19. Positioning Strategies. 20. Diffusion of Innovations. 21. VALS Segmentation more

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