Consumer Behavior: Buying, Having, and Being, Global Edition, 13th edition

For consumer behaviour courses.

A #1 best-selling text for consumer behaviour courses, Solomon's Consumer Behavior: Buying, Having, and Being covers what happens before, during, and after the point of purchase. It investigates how having (or not having) certain products affects our lives; specifically, how these items influence how we feel about ourselves and each other, especially in the canon of social media and the digital age. In the 13th Edition, up-to-date content reflects major marketing trends and changes that impact the study of consumer behaviour. Since we are all consumers, many of the topics have both professional and personal relevance to students. This makes it easy to apply the theory outside of the classroom and maintain an edge in the fluid and evolving field of consumer behaviour.

• The latest examples and trending terms, including the “internet of things,” “product curators,” and “dadchelor parties,” are incorporated throughout the text. Chapter openers center around practical social media use and other consumer behaviour applications that students currently engage in.
• Marketing Pitfall boxes provide examples of companies that have handled their marketing strategy ineffectively, helping students to see how relevant consumer behaviour strategy comes into play.
• Examples, cases, and research studies in this edition have been updated to better address the rapidly changing trends in consumer behaviour.
• Throughout the text, there are multiple examples of existing and ongoing research that marketers are challenged with today. The features below help students learn how this research can be utilised to make decisions, capitalise on opportunities, and more clearly connect the decisions companies made to the success or failure of the company.
• Marketing Opportunity boxes highlight the fascinating ways in which organisations have capitalised on a marketing opportunity to generate large profits in a way that hasn’t been done before.
• Each chapter concludes with a Consumer Behavior Challenge, which presents students with real-world problems that marketers are trying to solve today. Students can work individually, in groups, or in a class discussion to talk through possible solutions to these challenges.
• End-of-Chapter Case Studies examine companies across the globe, helping students to see the practical applications of consumer behaviour. Half of these Case Studies are new or very significantly revised from the previous edition.
• 4 End-of-Section Data Assignments include real data sets from market research company, GfK, and tie together concepts across the chapters in each section. These assignments ask students to work with these data sets to analyse consumer behaviour and make strategic marketing decisions.
• Solomon is an active consumer behaviour instructor and researcher who brings in current, relevant examples, and speaks to today’s students as he does in his classroom at Saint Joseph’s University in Philadelphia, PA.
• By referencing the ways in which students are currently creating user generated content and reviews, this text offers realistic, and often humorous examples including the suggestion to rate his or her consumer behaviour course highly on ratemyprofessor.com and recapping the latest Bachelor episodes online.
• Solomon references brands that students know and love (e.g., L’Oreal Paris, KitKat, Lush, KonMari, etc.), which helps them to be engaged in reading about consumer behaviour.
• The text’s organisation further enhances student learning. Chapter-Opening Objectives provide an overview of the key issues to be covered in the chapter. End-of-Chapter Summaries, organised around these objectives, help students study key issues and understand the material they’ve just read.

New to this edition

• The latest examples and trending terms, including the 'internet of things,' and 'product curators,' are incorporated throughout the text. Chapter openers centre around practical social media use and other consumer behaviour applications that students currently engage in.
• Examples, cases, and research studies in this edition have been updated to better address the rapidly changing trends in consumer behaviour.
• Marketing Opportunity boxes highlight the fascinating ways in which organisations have capitalised on a marketing opportunity to generate large profits in a way that hasn't been done before.
• End-of-Chapter Case Studies examine companies across the globe, helping students to see the practical applications of consumer behaviour. Half of these Case Studies are new or very significantly revised from the previous edition.
• 4 End-of-Section Data Assignments include real data sets from market research company, GfK, and tie together concepts across the chapters in each section. These assignments ask students to work with these data sets to analyse consumer behaviour and make strategic marketing decisions.