Consumer Behavior

Consumer Behavior: Building Marketing Strategy builds on theory to provide students with a usable,strategic understanding of consumer behavior that acknowledges recent changes in internet, mobile and social media marketing, ethnic subcultures, internal and external influences, global marketing environments, and other emerging trends.Updated with strategy-based examples from an author team with a deep understanding of each principle's business applications, the fourteenth edition contains current and classic examples of both text and visual advertisements throughout to engage students and bring the material to life. Topics such as ethics and social issues in marketing as well as consumer insights are integrated throughout the text and cases.  The 14th edition of Mothersbaugh / Hawkins is tech-forward in both format and content, featuring the addition of Connect with SmartBook 2.0.   

David L. Mothersbaugh, Ph.D., is Professor andRobert C. Morrow Faculty Fellow at The University of Alabama, where he hasserved as a faculty member or administrator for 24 years. David'steaching and research are in the areas of consumer behavior, advertising, services marketing, and marketing strategy. David has published some 25refereed journal articles and conference proceedings, has won a number ofresearch excellence awards, and has served on 17 dissertation committees. His teaching has earned him numerous awards at the undergraduate and executiveeducation level. He is currently the Associate Dean for Undergraduate andInternational Programs at the Culverhouse College of Business where he overseesthe development and deployment of various student engagement and successinitiatives focusing on high-impact practices. David's prioradministrative roles at UA have also involved student-focused programdevelopment and include Marketing Department Head, Acting Director of Global Business, and Founding Director of the UA Services Marketing Program.

Del I. Hawkins, Ph.D., is Emeritus Professor ofMarketing at the University of Oregon. Del is a specialist in the areasof marketing strategy, entrepreneurship, and consumer behavior. He has beeninvolved extensively in global executive management training, has taughtextensively around the world including Japan, Germany, and Grenada, and has wonthe outstanding MBA teaching award at Oregon several times. Del'sresearch has been published in many prestigious marketing journals and heauthored two other textbooks in marketing research and research methods. Del has served in many high-level administrative roles at Oregon includingAssociate and Acting Dean of the Lundquist College of Business at theUniversity of Oregon.

Susan Bardi Kleiser, Ph.D., is Professor ofProfessional Practice in Marketing at Texas Christian University, where she hasserved as a faculty member for 14 years. Susan's teachingand research interests include consumer decision making, marketing research andanalytics, product and brand management, ethics and social media, as well as internationalmarketing. Her research has beenpublished in numerous scholarly journals and conference proceedings inmarketing, business and psychology. Susan's teaching portfolio, for which shehas won a top teaching award, encompasses a wide variety of courses including internationalexperiences in Europe and thesis advising. Susan has led and served on many committeesfor TCU and the Neeley School of Business, and actively serves in the communityat large.