Consumer Behavior, 11th Edition

Bring Concepts to Life with Cases

• Cases and End-of-chapter Cases: Not only have several new cases been added throughout this edition, but two additional cases also appear at the end of every chapter. These new end-of-chapter cases show students the real-life application of the concepts just covered so that they can see how real companies use consumer behavior to create marketing strategies. 
• We strengthened the book’s principal facet, conceived in its first edition in 1978, which is focusing on the strategic applications of understanding consumer behavior. Our cases feature authentic campaigns that advertisers submitted for recognition by effie Worldwide – a global entity that pays tributes to exceptional marketers. Each chapter opens with a “hands on” example (some with comments by marketing executives) and exhibits based on recent, empirical data are showcased in all chapters together with guidelines for marketing applications.

Global Coverage Focus

• The presentation about consumers overseas has  been updated to include more comprehensive coverage of cross-cultural analysis, charts depicting consumers’ spending of disposable income in several countries, brand shares of American products overseas, and profiles of leading global brands.

Keep Your Course Current and Relevant

• Videos of Exceptional and Effective Strategies: The instructor’s manual features a vast selection of videos from Pearson’s Video Library, many of which were recently released, and offers suggestions on where they should be shown within the course. The following are examples of the available videos:
  • AFLAC: An unknown insurance company with a hard-to-pronounce name used a creative and humorous approach to differentiate itself in order to create instant and emotional recall, and name recognition.
  • Concepts illustrated: attitude formation, conditioning and behavioral learning, stimulus discrimination, and humor in advertising.
  • AMEX: A well-established credit card company with offerings for multiple markets that wanted to re-position its product because it found out consumers
  • were using the card only for special occasions. AMEX hired Jerry Seinfeld as its spokesperson who appeared using the card everywhere in the commercials. AMEX also extended its TV ads in webisodes.
  • Concepts illustrated: re-positioning, product differentiation and segmentation, new media, and source credibility.
  • BzzAgent: A media company possesses a database of 500,000 people that companies can chose from and retain specific persons to spread and stimulate word-of-mouth about its offerings. The agents receive samples of products but are not paid. BzzAgent maintains that the most effective agents’ motivating factor is “social currency”—a person’s desire to interact with others and tell them about his or her discoveries and experiences.
  • Concepts illustrated: age subculture, affiliation needs, word-of-mouth, interpersonal communication, and opinion leadership.