Consumer Behavior

by Solomon, Michael R.

• ISBN13: 9780132186940
• ISBN10: 0132186942
• Edition: 7th
• Format: Hardcover
• Copyright: 2009-01-01
• Publisher: PRENTICE HALL

Summary

Communicating a fascination for the everyday activities of people, this leading book on consumer behavior examines how our world is influenced by the action of marketers, and considers how products, services, and consumption contribute to the broader social world we experience. Its incredibly interesting and dynamic content proves hip and engaging, while reflecting the latest research. A four-part organization looks at consumers as individuals, consumers as decision makers, consumers and subcultures, and consumers and culture. For brand managers, marketing research analysts, and account executives.

Author Biography

Michael R. Solomon is the Human Sciences Professor of Consumer Behavior in the Department of Consumer Affairs, College of Human Sciences, at Auburn University.

Table of Contents

Consumers in the Marketplace

Consumers Rules

Consumers as Individuals

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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