Consumer Behaviour: Buying, Having, and Being, Eighth Canadian Edition, 8th edition

  • Michael R. Solomon
  • Katherine White
  • Darren W. Dahl
  • Kelley Main

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In addition to understanding why people buy things, we try to appreciate how products, services, and consumption activities contribute to the broader social world we experience. Whether shopping, cooking, cleaning, playing basketball, hanging out at the beach, or even looking at ourselves in the mirror, our lives are touched by the marketing system. And, as if these experiences weren’t complex enough, the task of understanding the consumer multiplies dramatically when a multicultural perspective is taken.

Consumer Behaviour: Buying, Having, and Being 
also emphasizes the importance of understanding consumers in formulating marketing strategy. Many (if not most) of the fundamental concepts in marketing are based on the practitioner’s ability to know people. After all, if we don’t understand why people behave as they do, how can we identify their needs? If we can’t identify their needs, how can we satisfy those needs? To illustrate the potential of consumer research to inform marketing strategy, the text contains numerous examples of specific applications of consumer behaviour concepts by marketing practitioners, as well as examples of windows of opportunity where such concepts might be used—perhaps by alert strategists after taking this course!

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Table of contents

Section 1 Consumers in the Marketplace

Chapter   1     An Introduction to Consumer Behaviour

Section 2 Consumers as Individuals

Chapter   2     Perception

Chapter   3     Learning and Memory

Chapter   4     Motivation and Affect

Chapter   5     The Self

Chapter   6     Personality, Lifestyles, and Values

Section 3 Attitude Change and Decision Making

Chapter   7     Attitudes

Chapter   8     Attitude Change and Interactive Communications

Chapter   9     Individual Decision Making

Chapter 10     Buying and Disposing

Section 4 Consumers in Their Social and Cultural Settings

Chapter 11     Group Influence and Social Media

Chapter 12     Income, Social Class, and Family Structure

Chapter 13     Subcultures

Chapter 14     Cultural Influences on Consumer Behaviour

Chapter 15     The Creation and Diffusion of Culture

Appendix I: Careers in Consumer Research

Appendix II: Research Methods

Appendix III: Sources of Secondary Data

Published by Pearson Canada (January 15th 2020) - Copyright © 2021