The Fifth Edition of this unique text uses a marketing segmentation approach to convey the essence of consumer behavior and to connect psychological, sociocultural, and decision-making aspects of consumer behavior. The authors explain in an integrated fashion what consumer behavior variables are, types and importance of consumer research, and problems in performing research. A vivid writing style motivates student interest.
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Personality and Consumer
Ethics in Marketing
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Advances in Consumer advertising Advertising Age American appeal Association for Consumer attitudes attributes audience baby boomers beliefs brand brand loyalty Chapter characteristics classical conditioning cognitive commercials communication consumer behavior consumer innovators Consumer Research consumer's consumption Courtesy cultural customers demographic designed develop discussion effective evaluation example experience Figure goals Hispanic household identify important income individuals influence interest Journal of Consumer Journal of Marketing learning lifestyle magazines market segmentation Marketing Research marketing strategy mass media measure motivational research needs opinion leaders opinion leadership package perceived perception positive product category product or service products and services profiles programs promotional Provo psychographic rank-order scales reference group relationship marketing relevant response retail role social class Source specific stimuli subcultural subnotebook sumer Table target market tend theory tion types values women