Synopses & Reviews
Consumer Behavior, 7/e by Peter and Olson provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies. The authors have developed the Wheel of Consumer Analysis, which is a tool to help the reader understand how consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy interact. The Wheel Model is a powerful tool for analyzing and understanding consumer behavior and can be used to guide the development of effective marketing strategies.
Synopsis
This book is a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book.
About the Author
J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison. He has won many awards for his contributions through research, textbooks, and education.
Table of Contents
Section 1 A Perspective on Consumer BehaviorChapter 1 Introduction to Consumer Behavior and Marketing StrategyChapter 2 A Framework for Consumer AnalysisSection 2 Affect and Cognition and Marketing StrategyChapter 3 Introduction to Affect and CognitionChapter 4 Consumers Product Knowledge and InvolvementChapter 5 Attention and ComprehensionChapter 6 Attitudes and IntentionsChapter 7 Consumer Decision MakingSection 3 Behavior and Marketing StrategyChapter 8 Introduction to BehaviorChapter 9 Conditioning and Learning ProcessesChapter 10 Influencing Consumer BehaviorsSection 4 The Environment and Marketing StrategyChapter 11 Introduction to the EnvironmentChapter 12 Cultural and Cross-Cultural InfluencesChapter 13 Subculture and Social ClassChapter 14 Reference Groups and FamilySection 5 Consumer Behavior and Marketing StrategyChapter 15 Market Segmentation and Product PositioningChapter 16 Consumer Behavior and Product StrategyChapter 17 Consumer Behavior and Promotion StrategyChapter 18 Consumer Behavior and Pricing StrategyChapter 19 Consumer Behavior, Electronic Commerce, and Channel Strategy