Synopses & Reviews
Ideal for marketing, psychology, or social sciences courses at the undergraduate or graduate level, CONSUMER BEHAVIOR combines a strong foundation in key concepts with a highly practical focus on real-world applications for today's business environment. The new edition of this popular, pioneering text incorporates the latest cutting-edge research and current business practices, including extensive coverage of emotion in consumer decision making. In addition, the Fifth Edition includes an increased emphasis on public policy and ethical issues--both extremely timely topics in today's corporate climate. With even more real-world examples and application exercises, including new cases at the end of each chapter, CONSUMER BEHAVIOR provides a thorough, yet engaging and enjoyable guide to this essential subject, enabling students and professionals alike to master the skills they need to succeed.
Active field researchers and award-winning teachers Hoyer and MacInnis provide students with an accessible and topical introduction to consumer behavior. A broad conceptual model helps students see how all chapter topics tie together, and real-world examples reinforce each concept and theoretical principle under review. The text also focuses on the implications of consumer behavior research for marketers.
Updated to reflect the most recent research and examples, the Fourth Edition features streamlined content and organization--from 21 to 20 chapters--as well as a new interior design and new photos and advertisements. In addition, several pedagogical features make the material accessible and meaningful to marketing students: chapter-opening cases show the anecdotal application of concepts, while end-of-chapter questions and exercises require students to investigate consumer behavior issues and analyze advertisements and marketing strategies. A range of technology resources supports instructors and students throughout the term.New The chapters on culture have been reorganized to include recent developments in academic research, such as new information about the values that characterize Western culture. Consolidated and streamlined coverage also includes privacy, social class influences, household consumption, demographics, and diversity.New Updated and expanded coverage includes an examination of AMA's new definition of marketing, consumer behavior as related to environmental issues (such as recycling), the effects of memory and retrieval, and word-of-mouth communication, among others.New Chapter-opening cases focus on companies and topics such as Swatch, ING Direct, iPod, Shopping.com, beer advertising, product placement, consumer behavior in China and Thailand, buzz marketing, and identity theft.New Cases on consumer behavior are available through the HMXChange Business Case Database. This online resource allows business instructors to assemble, maintain, and update casebooks from any web-accessible location. The result is a printed casebook tailored to meet course objectives.New Designed specifically for users of the Fourth Edition, the technology package includes the Online Teaching Center, HM Testing, basic and premium PowerPoint slides, Blackboard/WebCT course cartridges, Overhead Transparencies with additional advertising examples, videos, and the Online Study Center with ACE practice tests.Consumer Behavior is known for the inclusion of chapters and topics that often do not appear in other textbooks for this course, such as Symbolic Consumer Behavior and The Dark Side of Consumer Behavior, which explores obesity, theft, and compulsive spending.
About the Author
Wayne D. Hoyer is the Jesse H. Jones Professor in the Graduate School of Business at the University of Texas at Austin. He received his Ph.D. in Consumer Psychology from Purdue University in 1980, has published extensively in various scholarly journals, and has co-authored two books on the topic of advertising miscomprehension. He currently serves on the editorial review boards of the Journal of Consumer Research, Journal of Marketing, Journal of Advertising, and the Journal of Public Policy and Marketing, and he is an active reviewer for the Journal of Marketing Research. Dr. Hoyer's research interests include consumer information processing and decision making (especially low-involvement decision making) and advertising effects (particularly miscomprehension and the impact of humor). Deborah J. MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration at the University of Southern California. She received her Ph.D. in marketing from the University of Pittsburgh in 1986 and holds a B.S. degree in psychology from Smith College. Dr. MacInnis has published papers in various journals; is a member of the editorial review boards of the Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, and Journal of Market Focused Management; and serves as a reviewer for the Journal of Advertising and the Journal of Consumer Psychology. She is a past recipient of the Alpha Kappa Psi award, an honor awarded to the best paper published in the Journal of Marketing. She has also worked as a consultant to several major advertisers and advertising agencies, and she is currently President of the Association for Consumer Research.
Table of Contents
I. An Introduction to Consumer Behavior 1. Understanding Consumer Behavior 2. Developing and Using Information About Consumer Behavior II. The Psychological Core 3. Motivation, Ability, and Opportunity 4. Exposure, Attention, and Perception 5. Knowledge and Understanding 6. Attitudes Based on High Consumer Effort 7. Attitudes Based on Low Consumer Effort 8. Memory and Retrieval III. The Process of Making Decisions 9. Problem Recognition and Information Search 10. Judgment and Decision Making Based on High Consumer Effort 11. Judgment and Decision Making Based on Low Consumer Effort 12. Post-Decision Processes IV. The Consumer's Culture 13. Consumer Diversity 14. Social Class and Household Influences 15. Psychographics: Values, Personality, and Lifestyles 16. Social Influences on Consumer Behavior V. Consumer Behavior Outcomes 17. Adoption of, Resistance to, and Diffusion of Innovations 18. Symbolic Consumer Behavior VI. Consumer Welfare 19. Consumerism and Public Policy Issues 20. The Dark Side of Consumer Behavior and Marketing