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Ideal for marketing, psychology, or social sciences courses at the undergraduate or graduate level, CONSUMER BEHAVIOR combines a strong foundation in key concepts with a highly practical focus on real-world applications for today's business environment. The new edition of this popular, pioneering text incorporates the latest cutting-edge research and current business practices, including extensive coverage of emotion in consumer decision making. In addition, the Fifth Edition includes an increased emphasis on public policy and ethical issues—both extremely timely topics in today's corporate climate. With even more real-world examples and application exercises, including new cases at the end of each chapter, CONSUMER BEHAVIOR provides a thorough, yet engaging and enjoyable guide to this essential subject, enabling students and professionals alike to master the skills they need to succeed.
Part I: AN INTRODUCTION TO CONSUMER BEHAVIOR.
1.Understanding Consumer Behavior.
Part II: THE PSYCHOLOGICAL CORE.
2.Motivation, Ability, and Opportunity.
3.Exposure, Attention, and Perception.
4.Knowledge and Understanding.
5.Attitudes and Emotion Based on High Consumer Effort.
6.Attitudes and Emotion Based on Low Consumer Effort.
7.Memory and Retrieval.
Part III: THE PROCESS OF MAKING DECISIONS.
8.Problem Recognition and Information Search.
9.Judgment and Decision Making Based on High Consumer Effort.
10.Judgment and Decision Making Based on Low Consumer Effort.
Part IV: THE CONSUMER'S CULTURE.
13.Social Class and Household Influences.
14.Psychographics: Values, Personality, and Lifestyles.
15.Social Influences on Consumer Behavior.
Part V: CONSUMER BEHAVIOR OUTCOMES.
16.Adoption of, Resistance to, and Diffusion of Innovations.
17.Symbolic Consumer Behavior.
18.Ethics and the Dark Side of Consumer Behavior and Marketing.