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This text contains diverse and balanced coverage of consumer behavior research in theory and application from some of the pioneering authors in this field. Ideal for one-term courses in consumer behavior offered by both marketing and psychology departments. This was the first text to integrate behavioral science with the decision orientation of the business school.
Part I. Introduction. 1. Consumer Behavior and Consumer Research. 2. How Consumer Analysis Affects Business Strategy Part. II. Consumer Decision Making. 3. The Consumer Decision Process. 4. Pre-Purchase Processes: Need Recognition, Search and Evaluation. 5. Purchase. 6. Post-Purchase Processes: Consumption and Evaluation Part. III. Individual Determinants of Consumer Behavior. 7. Demographics, Psychographics, and Personality. 8. Consumer Motivation. 9. Consumer Knowledge. 10. Consumer Intentions, Attitudes, Beliefs and Feelings Part. IV. Environmental Influences on Consumer Behavior. 11. Culture, Ethnicity and Social Class. 12. Family and Household Influences. 13. Group and Personal Influence Part. V. Influencing Consumer Behavior. 14. Making Contact. 15. Shaping Consumers Opinions. 16. Helping Consumers to Remember.