9780538745406

Consumer Behavior

by ; ;
  • ISBN13:

    9780538745406

  • ISBN10:

    0538745401

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 1/1/2010
  • Publisher: South-Western College Pub
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Summary

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
Consumer Perception
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.

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