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CONSUMER BEHAVIOR
9780134129938
Pearson
12
17
Solomon's Consumer Behavior: Buying, Having, and Being deepens the study of consumer behavior into an investigation of how having (or not having) certain products affects our lives. Solomon looks at how possessions influence how we feel about ourselves and each other, especially in the canon of social media and the digital age.
In the Twelfth Edition, Solomon has revised and updated the content to reflect major marketing trends and changes that impact the study of consumer behavior. Since we are all consumers, many of the topics have both professional and personal relevance to the reader, making it easy to apply outside of the classroom. The updated text is rich with up-to-the-minute discussions on a range of topics such as "Dadvertising," "Meerkating," and the "Digital Self" to maintain an edge in the fluid and evolving field of consumer behavior.
KEY TOPICS: Buying, Having, and Being: An Introduction to Consumer Behavior; Consumer and Social Well-Being; Perception; Learning and Memory; Motivation and Affect; The Self: Mind, Gender, and Body; Personality, Lifestyles, and Values; Attitudes and Persuasive Communications; Decision Making; Buying, Using, and Disposing; Groups and Social Media; Income and Social Class; Subcultures; Culture
MARKET: For marketing professionals and those interested in consumer behavior.
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