Consumer Behavior / Edition 10by Michael R. Solomon
Pub. Date: 01/10/2012
Publisher: Prentice Hall
Communicating a fascination for the everyday activities of people, this leading book on consumer behavior examines how our world is influenced by the action of marketers, and considers how products, services, and consumption contribute to the broader social world we experience. Its incredibly interesting and dynamic content proves hip and engaging, while reflecting the latest research. A four-part organization looks at consumers as individuals, consumers as decision makers, consumers and subcultures, and consumers and culture. For brand managers, marketing research analysts, and account executives.
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Table of Contents1. An Introduction to Consumer Behavior.
I. CONSUMERS AS INDIVIDUALS.2. Perception.
3. Learning and Memory.
4. Motivation and Values.
5. The Self.
6. Personality and Lifestyles.
8. Attitude Change and Interactive Communications.
II. CONSUMERS AS DECISION MAKERS.9. Individual Decision Making.
10. Buying and Disposing.
11. Group Influence and Opinion Leadership.
12. Organizational and Household Decision Making.
III. CONSUMERS AND SUBCULTURES.13. Income and Social Class.
14. Ethnic, Racial, and Religious Subcultures.
15. Age Subcultures.
IV. CONSUMERS AND CULTURE.16. Cultural Influences on Consumer Behavior.
17. The Creation and Diffusion of Consumer Culture.
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