Consumer Behavior, Student Value Edition, 11th Edition

Bring Concepts to Life with Case

• New 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.¿

Global Coverage Focus

• Global Coverage: Discussions and examples appear throughout the text demonstrating the importance of cultural differences in both domestic and multinational marketing, enabling students to understand the dynamics of cultural differences.

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Keep Your Course Current and Relevant

• Enhanced Coverage of New Media: Consumers today are increasingly impacted by the growing influence of new media. Consumer Behavior continues to address this influence by providing studentswith new and extensive coverage of the use of new media in creating more effective targeting strategies.

• New 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.