Consumer Behavior: Buying, Having, and Being, Global Edition covers all of the processes involved when we select, purchase, use or dispose of products, services, ideas or experiences. It investigates the many factors that affect our consumption choices (and non-choices), especially in the era of social media and the digital age. Since we're all consumers, many of the topics have both professional and personal relevance, making it easy to apply the theories outside of class.
Featuring new co-author, Cristel Antonia Russell, the 14th Edition has been significantly revised to elevate its flow, focus, intentionality, freshness and attention to practice.
Content:
SECTION 1: FOUNDATIONS OF CONSUMER BEHAVIOR
Buying, Having, and Being: An Introduction to Consumer Behavior
Consumer Ethics, the Marketplace, and the Planet
SECTION 2: MAKING SENSE OF THE WORLD
Perceiving and Making Meaning
Learning, Remembering and Knowing
Motivation
SECTION 3: BUYING AND HAVING: CHOOSING AND USING PRODUCTS
Attitudes and How to Change Them
Deciding
Buying, Using, and Disposing
SECTION 4: BEING: USING PRODUCTS TO CREATE AND COMMUNICATE IDENTITY
Identity and the Self
Personality, Lifestyles, and Values
Social and Cultural Identity
SECTION 5: BELONGING
How Groups Define Us
Social Class and Status
Culture
APPENDICES
Data Cases
Careers in Consumer Research
Consumer Research Methods
Sources of Secondary Data
