Consumer behavior
Consumer behavior
- 11th ed
- Pearson Education, 2015
- 492 p. ; 28 cm
PART I: CONSUMERS, MARKETERS, AND TECHNOLOGY - Technology-Driven Consumer Behavior - Segmentation, Targeting, and Positioning - PART II: THE CONSUMER AS AN INDIVIDUAL - Consumer Motivation and Personality - Consumer Perception - Consumer Learning - Consumer Attitude Formation and Change - PART III: COMMUNICATION AND CONSUMER BEHAVIOR - Persuading Consumers - From Print and Broadcast Advertising to Social and Mobile Media - Reference Groups and Word-of-Mouth - PART IV: CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS - The Family and Its Social Standing - Culture's Influence on Consumer Behavior - Subcultures and Consumer Behavior - Cross-Cultural Consumer Behavior: An International Perspective - PART V: CONSUMER DECISION-MAKING, MARKETING ETHICS, AND CONSUMER RESEARCH - Consumer Decision-Making and Diffusion of Innovations - Marketing Ethics and Social Responsibility - Consumer Research
Each chapter opens with a "hands on" example (some with comments by marketing executives) and exhibits based on recent, empirical data are showcased in all chapters together with guidelines for marketing applications. ; We added sections about sensory audio input, "actual" and "ideal" product-related attitudes, extra measures of cultural values, and empirical data about occupational prestige rankings and social class. ; The presentation about consumers overseas has been updated to include more comprehensive coverage of cross-cultural analysis, charts depicting consumers' spending of disposable income in several countries, brand shares of American products overseas, and profiles of leading global brands. ; Finally, in its first edition, this book was the first one ever to use print ads as illustrations of consumer behavior (a practice that was quickly adopted by all marketing textbooks), and this edition includes over 100 new ads.
9780273787136
HF COMMERCE
Consumer behavior
Motivation research (Marketing)
PART I: CONSUMERS, MARKETERS, AND TECHNOLOGY - Technology-Driven Consumer Behavior - Segmentation, Targeting, and Positioning - PART II: THE CONSUMER AS AN INDIVIDUAL - Consumer Motivation and Personality - Consumer Perception - Consumer Learning - Consumer Attitude Formation and Change - PART III: COMMUNICATION AND CONSUMER BEHAVIOR - Persuading Consumers - From Print and Broadcast Advertising to Social and Mobile Media - Reference Groups and Word-of-Mouth - PART IV: CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS - The Family and Its Social Standing - Culture's Influence on Consumer Behavior - Subcultures and Consumer Behavior - Cross-Cultural Consumer Behavior: An International Perspective - PART V: CONSUMER DECISION-MAKING, MARKETING ETHICS, AND CONSUMER RESEARCH - Consumer Decision-Making and Diffusion of Innovations - Marketing Ethics and Social Responsibility - Consumer Research
Each chapter opens with a "hands on" example (some with comments by marketing executives) and exhibits based on recent, empirical data are showcased in all chapters together with guidelines for marketing applications. ; We added sections about sensory audio input, "actual" and "ideal" product-related attitudes, extra measures of cultural values, and empirical data about occupational prestige rankings and social class. ; The presentation about consumers overseas has been updated to include more comprehensive coverage of cross-cultural analysis, charts depicting consumers' spending of disposable income in several countries, brand shares of American products overseas, and profiles of leading global brands. ; Finally, in its first edition, this book was the first one ever to use print ads as illustrations of consumer behavior (a practice that was quickly adopted by all marketing textbooks), and this edition includes over 100 new ads.
9780273787136
HF COMMERCE
Consumer behavior
Motivation research (Marketing)
