Consumer Behavior (10th Edition)

Consumer Behavior explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies.

Consumer Behavior: Its Origin and Strategic and Applications; Introduction to the Consumer Research Process; Market Segmentation; Consumer Motivation; Personality and Consumer Behavior; Consumer Perception; Consumer Learning; Consumer Attitude Formation and Change; Communication and Consumer Behavior; The Family and Its Social Class Standing; Influence of Culture on Consumer Behavior; Subcultures and Consumer Behavior; Cross Cultural and Global Consumer Behavior; Diffusion of Innovations; Consumer Decision Making and Beyond; Consumers Social Responsibility and Green Marketing

For readers interested in studying consumer behavior and/or marketing.

Customer Reviews:

outdated

By Justice - January 18, 2013

The definitions and concepts are still relevant but the examples are outdated. This was written pre-recession and it shows. The references to technology are comical.

Questions don't match the content

By Alexis - March 18, 2013

My teacher requires us to answer the discussion questions at the end and I find that they don't really review the chapter's content. Also, there are so many diagrams that the chapter seems long and hard to keep up with

As described.

By Me - February 5, 2013

First class text for my masters in marketing and communication that I actually enjoyed. Useful, practical information. Everyone in sales/marketing should read this book.