Synopses & Reviews
Consumer Behavior, 10/e, by Hawkins, Mothersbaugh, and Best offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. The new edition features current and exciting examples that are tied into global and technology consumer behavior issues and trends, a solid foundation in marketing strategy, integrated coverage of ethical/social issues and outlines the consumer decision process. This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the foundation to understanding consumer behavior which will make them better consumers and better marketers.
Table of Contents
Brief ContentsPart OneIntroduction Chapter 1Consumer Behavior and Marketing Strategy Part TwoExternal Influences Chapter 2Cross-Cultural Variations in Consumer Behavior Chapter 3The Changing American Society: Values Chapter 4The Changing American Society: Demographics and Social Stratification Chapter 5The Changing American Society: Subcultures Chapter 6The American Society: Families and Households Chapter 7Group Influences on Consumer BehaviorPart Two CasesCases 2–1 through 2–9 Part ThreeInternal Influences Chapter 8Perception Chapter 9Learning, Memory, and Product Positioning Chapter 10Motivation, Personality, and Emotion Chapter 11Attitudes and Influencing Attitudes Chapter 12Self-Concept and LifestylePart Three CasesCases 3–1 through 3–10 Part FourConsumer Decision Process Chapter 13Situational Influences Chapter 14Consumer Decision Process and Problem Recognition Chapter 15Information Search Chapter 16Alternative Evaluation and Selection Chapter 17Outlet Selection and Purchase Chapter 18Postpurchase Processes, Customer Satisfaction, and Customer CommitmentPart Four CasesCases 4–1 through 4–8 Part FiveOrganizations as Consumers Chapter 19Organizational Buyer BehaviorPart Five CasesCases 5–1 and 5–2 Part SixConsumer Behavior and Marketing Regulation Chapter 20Marketing Regulation and Consumer BehaviorPart Six CasesCases 6–1 and 6–2 Appendix A Consumer Research MethodsAppendix B Consumer Behavior AuditIndexes