Consumer Behavior (The Macmillan Series in Marketing)

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9780023845918: Consumer Behavior (The Macmillan Series in Marketing)
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For undergraduate- and graduate-level courses in Consumer Behavior and Consumer Psychology, offered in departments of Marketing, Psychology, Consumer Studies, and MBA programs. The authors' goal in Consumer Behavior, Fifth Edition is three-fold―(1) to provide a current, balanced, and interesting treatment of the field; (2) to fully integrate modern electronic technology into the learning and instruction processes; and (3) to provide students with a means of identifying the managerial relevance of the consumer behavior concepts.

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Synopsis:

This text provides a balanced view of the factors that influence consumer buying behaviour, including both humanistic/naturalistic and traditional perspectives. It also analyzes the effects of active decision-making, feelings and emotions, and environmental influences on the consumer. Real-world examples are integrated with conceptual material, showing students the relationship between consumer behaviour concepts and managerial strategy. Also covered are emerging topics, such as semiotics, exchange processes, affective processes, self-concept, materialism, consumer judgement, quality and satisfaction assessment, transformational advertising and cross-cultural processes.

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