Consumer Behavior : Buying, Having, and Being

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  • Edition: 8th
  • Format: Hardcover
  • Copyright: 2009-01-01
  • Publisher: Prentice Hall
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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

Consumers in the Marketplace
Consumers Rules
Learning and Memory
Motivation and Values
The Self
Personality and Lifestyles
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
Table of Contents provided by Publisher. All Rights Reserved.

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