Consumer behavior
By: Kardes, Frank R
Title By: Cronley, Maria L | Cline, Thomas W
Material type:
BookPublisher: Stamford, CT, USA : Cengage Learning, c2015.Edition: 2nd ed.Description: xxii, 550 p. : col. ill. ; 26 cm.ISBN: 9781133587675Program: MARK936Subject(s): Consumer behaviorDDC classification: 658.8342 KA CO | Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.8342 KA CO (Browse shelf) | Available | T0056869 | ||
| REGULAR | University of Wollongong in Dubai Main Collection | 658.8342 KA CO (Browse shelf) | Available | T0053867 |
Previously published: Mason, OH : South-Western, Cengage Learning, c2011.
Includes bibliographical references and indexes.
Contents: PART I: CONSUMER BEHAVIOR AND MARKETING STRATEGY. 1. Understanding Consumer Behavior and Consumer Research. 2. Consumer Focused Strategy: Segmentation and Positioning. 3. Branding Strategy and Consumer Behavior. PART II: CONSUMER INFORMATION PROCESSING. 4. Consumer Perception. 5. Learning and Memory. 6. Automatic Information Processing. 7. Motivation and Emotion. 8. Attitude and Judgment Formation and Change. PART III: CONSUMER DECISION MAKING. 9. The Consumer Decision Making Process. 10. Product Consideration, Evaluation, and Choice. 11. Behavioral Decision Theory. PART IV: CONSUMER SOCIAL INFLUENCES AND CONTEMPORARY STRATEGIES FOR MARKETERS. 12. Self-Concept and Personality. 13. Social Influence and Behavioral Compliance. 14. The Influence of Culture and Values. 15. The Influence of Demography. 16. Contemporary Strategies in Reaching Consumers. 17. Engaging Consumers Through Online Marketing. PART V: MANAGERIAL DECISION MAKING (ONLINE CHAPTERS). 18. Biases in Managerial Decision Making. 19. Strategies for Improving Managerial Decision Making.
Provides an introduction to consumer behavior supported by scientifically grounded coverage of key principles and applications. This book devotes attention to "classic" consumer behavior topics, including consumer information processing, consumer decision making, persuasion, social media and the role of culture and society on consumer behavior.
MARK936