Consumer Behavior: Buying, Having, and Being Plus 2014 MyLab Marketing with Pearson eText -- Access Card Package, 11th Edition

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Digital Consumer Focus

• NEW! A strong focus on social media platforms and how they change consumer behavior.
• Wheel of Consumer Behavior: This text goes well beyond the act of buying–having and being are just as important, if not more so. Consumer behavior embraces the study of how having things affects our lives and how our possessions influence the way we feel about ourselves and each other. Solomon has developed the Wheel of Consumer Behavior to underscore the complex–and often inseparable–interrelationships between the individual consumer and his or her social realities.
• Digital Consumer Behavior: A Virtual Community. As more of us go online every day, there is no doubt the world is changing–and consumer behavior is evolving faster than you can say “World Wide Web.” This text continues to highlight and celebrate the brave new world of digital consumer behavior. Illustrations are liberally sprinkled throughout the text, including features such as:

• Net Profit Boxes — These point to specific examples of the Net’s potential to improve the way business is conducted
• Tangled Web Boxes — These boxes point out some of the abuses of this fascinating digital world

• CB as I See It: In every chapter you’ll find a “flesh-and-blood” consumer behavior professor who writes about appropriate topics from his or her perspective as a leading researcher in that area. Students will benefit from hearing the perspectives of other esteemed professors and researchers in the industry.

Help Students Apply the Case to the Chapter’s Contents

• NEW! Six new end-of-chapter cases and six updated end-of-chapter cases.

Keep your Course Current and Relevant

• Marketing Opportunity Boxes — Each chapter highlights the fascinating ways that marketing practitioners translate wisdom they glean from consumer research into actual business activities.
• Marketing Pitfalls — These boxes help students explore marketing mistakes and ethically suspect activities.