Consumer Behavior: A Marketer’s Tool

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Ideal for marketing, psychology, or social sciences courses at the undergraduate or graduate level, Consumer Behavior: A Marketers Tool combines a strong foundation in key concepts with a highly practical focus on real-world applications for today's business environment. Key Feature New research findings on the impact of emotion on consumer behavior are integrated within every chapter, including a special focus on how emotion affects decisions about low-involvement products and services. Discussion questions at the end of every chapter encourage students to recall and analyze what they have learned and apply the concepts to real-world situations. This edition includes a more streamlined structure consisting of 16 chapters organized to provide a thorough and effective presentation of the material in a more reader-friendly, convenient format sure to appeal to today's busy and budget-conscious students. Table of Contents Part I: An Introduction to Consumer Behavior. 1. Understanding Consumer Behavior. Part II: The psychological core. 2. Motivation, Ability, and Opportunity. 3. Exposure, Attention, and Perception. 4. Knowledge and Understanding. 5. Attitudes Based on High and Low Effort. 6. Memory and Retrieval. Part III: The Process of Making Decisions. 7. Problem Recognition and Information Search. 8. Decision Making Based on Low Effort. 9. Post-Decision Processes. Part IV: The Consumer's Culture. 10. Consumer Diversity. 11. Social Class and Household Influences. 12. Psychographics: Values, Personality, and Lifestyles. 13. Social Influences on Consumer Behavior. Part V: Consumer Behavior Outcomes. 14. Adoption of, Resistance to, and Diffusion of Innovations. 15. Symbolic Consumer Behavior. 16. Ethics, Social Responsibility, and the Dark Side of Consumer Behavior and Marketing.