Consumer Behavior : Buying, Having, and Being

by Solomon, Michael R.

• ISBN13: 9780136015963
• ISBN10: 0136015964
• Edition: 8th
• Format: Hardcover
• Copyright: 2009-01-01
• Publisher: Prentice Hall

Summary

Solomon goes beyond the discussion of why people buy things and explores how products, services, and consumption activities contribute to shape peoplers"s social experiences. Social networking, sensory marketing, illusion of truth effect, interactive mobile marketing, cross-cultural value differences, impression management, doppelganger brand image, red campaign, CSR, low literate consumer, crowdsourcing, and multigenerational marketing. For marketing professionals to understand the latest trends in consumer behavior.

Table of Contents

Preface

FM

Consumers in the Marketplace

Consumers Rules

Perception

Learning and Memory

Motivation and Values

The Self

Personality and Lifestyles

Attitudes

Attitude Change and Interactive Communications

Consumers as Decision Makers

Individual Decision Making

Buying and Disposing

Group Influence and Opinion Leadership

Organizational and Household Decision Making

Consumers and Subcultures

Income and Social Class

Ethnic, Racial, and Religious Subcultures

Age Subcultures

Consumers and Culture

Cultural Influences on Consumer Behavior

The Creation and Diffusion of Global Cons

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