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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.
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 as Individuals
Learning and Memory
Motivation and Values
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
Consumers and Culture
Cultural Influences on Consumer Behavior
The Creation and Diffusion of Global Cons
Table of Contents provided by Publisher. All Rights Reserved.