For undergraduate and graduate consumer behavior courses.
The text that set the standard for consumer behavior study.
Consumer Behavior explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies.
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PART I: CONSUMERS, MARKETERS, AND TECHNOLOGY Chapter 1: Technology-Driven Consumer Behavior Chapter 2: Segmentation, Targeting, and Positioning PART II: THE CONSUMER AS AN INDIVIDUAL Chapter 3: Consumer Motivation and Personality Chapter 4: Consumer Perception Chapter 5: Consumer Learning Chapter 6: Consumer Attitude Formation and Change PART III: COMMUNICATION AND CONSUMER BEHAVIOR Chapter 7: Persuading Consumers Chapter 8: From Print and Broadcast Advertising to Social and Mobile Media Chapter 9: Reference Groups and Word-of-Mouth PART IV: CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS Chapter 10: The Family and Its Social Standing Chapter 11: Culture's Influence on Consumer Behavior Chapter 12: Subcultures and Consumer Behavior Chapter 13: Cross-Cultural Consumer Behavior: An International Perspective PART V:CONSUMER DECISION-MAKING, MARKETING ETHICS, AND CONSUMER RESEARCH Chapter 14: Consumer Decision-Making and Diffusion of Innovations Chapter 15: Marketing Ethics and Social Responsibility Chapter 16: Consumer Research