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Consumer Behavior (Print on Demand)

Author(s): Frank Kardes | Maria Cronley | Thomas Cline

ISBN: 9789386668523

2nd Edition

Copyright: 2015

India Release: 2018

₹1430

Binding: Paperback

Pages: 572

Trim Size: 254 x 203 mm

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Discover the World of Consumer Behavior: A Comprehensive and Applied Second Edition. Gain insights into key principles, including consumer decision-making, information processing, and persuasion. Explore contemporary topics such as social media, culture, ethics, and branding strategies. Backed by scientific research and real-world examples, this text equips students with the knowledge to thrive in the dynamic business landscape.

  • Social Media: Dedicated chapter on social media and online consumer behavior, including research, marketing techniques, and real examples.
  • Focus on Consumer Decision-Making: Emphasis on understanding why and how consumers make decisions, loyalty, and attention, with applications for advertising, branding, and marketing research.
  • Updated Research Coverage: Latest developments in consumer research, including cognitive neuroscience, persuasion techniques, and behavioral decision theory.
  • Engaging Learning Resources: "Marketing in Action," "Global Perspectives," and "Ethics" segments for student engagement and discussion.
  • Visual Appeal: Abundant photographs, ads, and illustrations bring concepts to life and enhance student involvement.
  • New Marketing Metrics: Applied business problems with Excel data sets to illustrate consumer research techniques.
  • New Chapter on Subculture and Reference Groups: Examines demographic and subcultural influences on consumer behavior, including ethnicity, religion, and household dynamics.
  • Improved Organization: Chapters reorganized for better flow, covering strategic perspectives, consumer decision-making, and external drivers.

PART I: CONSUMER BEHAVIOR AND MARKETING STRATEGY     

1. Understanding Consumer Behavior and Consumer Research         

2. Consumer Focused Strategy: Segmentation and Positioning.         

3. Branding Strategy and Consumer Behavior

PART II: CONSUMER INFORMATION PROCESSING            

4. Consumer Perception

5. Learning and Memory

6. Automatic Information Processing   

7. Motivation and Emotion   

8. Attitude and Judgment Formation and Change

PART III: CONSUMER DECISION MAKING             

9. The Consumer Decision Making Process        

10. Product Consideration, Evaluation, and Choice

11. Behavioral Decision Theory

PART IV: CONSUMER SOCIAL INFLUENCES AND CONTEMPORARY STRATEGIES FOR MARKETERS

12. Self-Concept and Personality

13. Social Influence and Behavioral Compliance

14. The Influence of Culture and Values             

15. The Influence of Demography       

16. Contemporary Strategies in Reaching Consumers         

17. Engaging Consumers Through Online Marketing         

PART V: MANAGERIAL DECISION MAKING (ONLINE CHAPTERS)

18. Biases in Managerial Decision Making

19. Strategies for Improving Managerial Decision Making

Frank Kardes, University of Cincinnati

Maria Cronley, Miami (Ohio) University

Thomas Cline, Saint Vincent College

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