Consumer Behavior: Buying, Having, Being, 13th edition
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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, 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 this field of study. Since we are all consumers, many of the topics have both professional and personal relevance. This makes it easy to apply the theory outside of class and maintain an edge in the fluid and evolving field of consumer behavior.
Published by Pearson (May 15th 2019) - Copyright © 2020
Category: Consumer Behavior
PART 1: FOUNDATIONS OF CONSUMER BEHAVIOR
- Buying, Having, and Being: An Introduction to Consumer Behavior
- Consumer and Social Well-Being
PART 2: INTERNAL INFLUENCES ON CONSUMER BEHAVIOR
- Learning and Memory
- Motivation and Affect
- The Self and Gender Identity
- Personality, Lifestyles, and Values
PART 3: CHOOSING AND USING PRODUCTS
- Attitudes and Persuasive Communications
- Decision Making
- Buying, Using, and Disposing
PART 4: CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS
- Group Influences and Social Media
- Income and Social Class
- Careers in Consumer Research
- Research Methods
- Sources of Secondary Data
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