Consumer Behavior / Edition 9
  • Consumer Behavior / Edition 9
  • Consumer Behavior / Edition 9

Consumer Behavior / Edition 9

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by J. Paul Peter, Jerry Olson
     
 

This book takes a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four

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Overview

This book takes a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book.

Product Details

ISBN-13:
9780073404769
Publisher:
McGraw-Hill Higher Education
Publication date:
12/21/2009
Edition description:
New Edition
Pages:
576
Product dimensions:
8.10(w) x 10.10(h) x 1.00(d)

Table of Contents

Sect. 1A Perspective on Consumer Behavior
1Introduction to Consumer Behavior and Marketing Strategy2
2A Framework for Consumer Analysis20
Sect. 2Affect and Cognition and Marketing Strategy
3Introduction to Affect and Cognition38
4Consumers' Product Knowledge and Involvement70
5Attention and Comprehension104
6Attitudes and Intentions132
7Consumer Decision Making163
Sect. 3Behavior and Marketing Strategy
8Introduction to Behavior196
9Conditioning and Learning Processes218
10Influencing Consumer Behaviors241
Sect. 4The Environment and Marketing Strategy
11Introduction to the Environment264
12Cultural and Cross-Cultural Influences288
13Subculture and Social Class321
14Reference Groups and Family349
Sect. 5Consumer Analysis and Marketing Strategy
15Market Segmentation and Product Positioning376
16Consumer Behavior and Product Strategy401
17Consumer Behavior and Promotion Strategy422
18Consumer Behavior and Pricing Strategy458
19Consumer Behavior, Electronic Commerce, and Channel Strategy482

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