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This wide-ranging yet focused book provides an informative introduction to consumer behavior supported by in-depth, scientifically grounded coverage of key principles and applications. CONSUMER BEHAVIOR, First Edition, devotes ample attention to "classic" consumer behavior topics, including consumer information processing, consumer decision making, persuasion, and the role of culture and society on consumer behavior. In addition, this innovative new book explores important current topics and trends relevant to modern consumer behavior, such as international and ethical perspectives, an examination of contemporary media, and a discussion of online tactics and branding strategies. With its strong consumer-focused, strategy-oriented approach, CONSUMER BEHAVIOR, First Edition, will help readers develop the knowledge and skills to succeed in the dynamic world of modern business.
Table of Contents
|Consumer Behavior and Marketing Strategy|
|Understanding Consumer Behavior and Consumer Research|
|Consumer Focused Strategy: Segmentation and Positioning|
|Consumer Information Processing|
|Attitude and Judgment Formation and Change|
|Motivation and Emotion|
|Learning and Memory|
|Automatic Information Processing|
|Self-Concept and Personality|
|Consumer Decision Making|
|The Consumer Decision Making Process|
|Product Consideration, Evaluation, and Choice|
|Behavioral Decision Theory|
|Consumer Social Influences and Contemporary Strategies for Marketers|
|The Influence of Culture and Values|
|Social Influence and Behavioral Compliance|
|Contemporary Strategies in Reaching Consumers|
|Online Consumer Behavior|
|Branding Strategy and Consumer Behavior. (Online Only?|
|Managerial Decision Making|
|Biases in Managerial Decision Making|
|Strategies for Improving Managerial Decision Making|
|Table of Contents provided by Publisher. All Rights Reserved.|