Essentials of Consumer Behavior: An Applied Approach

This thoroughly updated second edition of Essentials of Consumer Behavior offers a concise alternative to traditional textbooks with a practice-based approach.

Stephens emphasizes that consumer behavior does not simply equate to buyer behavior. She examines the thoughts, feelings, and behaviors that shape consumers’ attitudes and motivations in relation to brands, products, and marketing messages. The new edition of this concise guide to the discipline offers comprehensive coverage of issues...