Consumer Behavior

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  • Edition: 8th
  • Format: Hardcover
  • Copyright: 2007-01-01
  • Publisher: Prentice Hall
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With a strong empirical and market segmentation approach, this book focuses on how the Internet has changed the way people obtain information about potential purchases, giving readers the most up-to-date material on how technology is changing their lives as consumers. The Thirty-two mini-cases help readers learn by applying the theory, drawing on current business news to demonstrate specific consumer behavior concepts.This edition now includes thirty-two Active Learning mini-cases. A clear consumer decision making model is set out in each chapter to facilitate learningpresented in the first chapter, this model serves as a structural framework for the conceptsthe building blocksexamined in the following chapters. The book's final chapter ties all of these concepts together so readers see the interrelationships and relevance of individual concepts to consumer decision-making.For those studying consumer behavior and/or marketing.

Table of Contents

Introduction: Diversity in the Marketplace
Consumer Research
Market Segmentation
The Consumer As An Individual
Consumer Motivations
Personality and Consumer Behavior
Consumer Perception
Consumer Learning
Consumer Attitude Formation and Change
Communication and Consumer Behavior
Consumers In Their Social And Cultural Settings
Reference Groups and Family Influences
Social Class and Consumer Behavior
The Influence of Culture on Consumer Behavior
Subcultures and Consumer Behavior
Cross-Cultural Consumer Behavior: An International Perspective
The Consumer's Decision Making Process
Consumer Influence and the Diffusion of Innovations
Consumer Decision Making
Company Index
Name Index
Subject Index
Table of Contents provided by Publisher. All Rights Reserved.


In this eighth edition ofConsumer Behavior,we examine the full range of consumer behavior within the context of .the expanding influence of the high-tech global environment in which we live. Indeed, the current edition represents our own transition in writing a book that has been researched almost entirely through electronic means from a vast array of global library sources and services. We have been greatly influenced in our thinking and writing by the impact that the Internet has had on consumer information, decision making, and purchasing options. This is reflected in the substantial increase in attention that we have given to consumers' behavior on the Internet, and the importance and power of the Internet as both achannel of informationand achannel of distribution. In this new edition, we have intensified our emphasis on marketing strategy, using both a theoretical and applications-oriented approach. Always true believers in the marketing concept, we have tried our best to meet the needs of our consumers--students, marketing practitioners, and professors of consumer behavior--by providing a text that is highly readable and that clearly explains the relevant and timely concepts on which the discipline of consumer behavior is based. We have supplemented this material with a great many real-world examples in order to demonstrate how consumer behavioral concepts are used by marketing practitioners to solve marketing problems and to develop and implement effective marketing strategies. To make the eighth edition as useful as possible to both graduate and undergraduate students, we have sought to maintain an even balance of basic behavioral concepts, research findings, and applied marketing examples. We remain convinced that effective market segmentation provides the structure and direction for successful market practice; to this end, we have paid particular attention to revising and refining the discussion of market segmentation. Overview of Major Changes The text has been thoroughly updated and revised, yet substantially shortened to focus attention on critical consumer behavior concepts and to highlight the linkages between interrelated principles and processes. Some of the major changes include: A major focus on how the Internet has changed the way people obtain product and service information and make purchases almost anywhere in the world. The addition of thirty-two short cases, two per chapter, to help students learn by applying behavioral concepts to real-world business problems. These cases consider such things as product testing on the Internet, purchasing medicine online from another country, and customization. An enhanced global outlook that fosters a richer understanding of the dynamics of cultural differences and enhances students' appreciation of the universality of consumer behavior. Streamlined coverage through a slimmed-down edition designed to encourage and maintain student interest with a lively discussion of timely issues and cur rent marketing applications. A comprehensive model, built on the simple model presented in the first chapter, highlighting the interrelationships between and among the concepts examined throughout the book and both simplifies and facilitates retention of the material covered. Organization of the Text This eighth edition ofConsumer Behavioris divided into four parts, consisting of 16 chapters. Part I provides the background and tools for a strong and comprehensive understanding of the consumer behavior principles examined throughout the rest of the book. Chapter 1, The Impact of the Digital Revolution on Consumer Behavior, sets the tone for the book. It introduces the reader to the study of consumer behavior, its diversity, its development, and the latest evolution of the marketing concept and examines how companies use past consumption behav

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