Consumer Behavior / Edition 10

Consumer Behavior / Edition 10

by Michael R. Solomon
     
 

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ISBN-10: 0132671840

ISBN-13: 2900132671841

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

Overview

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.

Product Details

ISBN-13:
2900132671841
Publisher:
Prentice Hall
Publication date:
01/10/2012
Edition description:
Older Edition
Pages:
640

Related Subjects

Table of Contents

1. 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.
7. Attitudes.
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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