Consumer Behavior and Marketing ActionThis text takes a strategic approach to consumer behavior; that is, once you know how consumers behave and react, what do you do about it? New to this edition is a much needed balance between the strategic approach and consumer rights and social implications. |
Contents
A MANAGERIAL AND CONSUMER PERSPECTIVE | 1 |
Introduction | 3 |
Consumerism | 31 |
Copyright | |
47 other sections not shown
Common terms and phrases
adoption Advertising Age African-Americans alternative American appeal Association attributes baby boomers beliefs benefits brand attitudes brand evaluation brand loyalty campaign cereal chapter characteristics choice classical conditioning cognitive complex decision consumer behavior Consumer Research consumer's consumption cultural demographic develop differences effective elaboration likelihood model environmental example Exhibit Figure group influence high involvement Hispanic identify implications important increase individual information search innovation involved consumers Joe Camel Journal of Consumer Journal of Marketing learning Levi Strauss lifestyle low involvement Marketing Research marketing strategies mation McDonald's needs norms opinion leaders opinion leadership parents percent personal computers positive Procter & Gamble prod product category purchase decision purchasing behavior reference groups result risk role situation snack social stimuli sumers symbols target theory tion values Wall Street Journal word-of-mouth communication