ABSTRACT
The key to marketing is understanding and satisfying consumer needs, thus a knowledge of consumer behavior is essential to any organization dealing with customers, users, or clients. This book promises to be a contemporary classic. It brings together an international set of scholars, many of whom are "household names", to examine the diverse approaches to consumer behavior topics.
The editors employ a micro to macro structure, dividing each topic into three parts: one reflecting foundational work, one focused on emerging trends, and one covering practical applications. Each part examines the relationship between consumer behaviour and motivation, including well-being, gender, social class, and more, and concludes with practitioner perspectives on the challenges and opportunities that come with understanding customers. Readers will gain insight into how drives that are constantly in flux relate to other aspects of human cognition and behavior, allowing them to reach customers successfully, and to meet their needs. With contributions from leading scholars, including Sidney Levy and Jagdish Sheth, this volume sets the standard as the most comprehensive, cutting-edge resource on the subject of consumer behavior.
Students of consumer behaviour and marketing will find this a useful exploration of a fast-moving field, fundamental to the welfare of companies, government, non-profits, and consumers. It will also benefit new and established academic researchers as well as practitioners who want to stay on top of current knowledge.
TABLE OF CONTENTS
part I|18 pages
Introduction
part II|43 pages
Well-Being
part III|34 pages
Perception
part IV|34 pages
Learning and Memory
part V|31 pages
Self/Gender
part VI|28 pages
Motivation/Values/Personality
part VII|34 pages
Decision Making
part VIII|35 pages
Attitudes and Branding
part IX|28 pages
Language
part X|39 pages
Buying/Retailing/Services/Disposal
part XI|32 pages
Family
part XII|38 pages
Groups/Social Media
part XIII|43 pages
Subcultures
part XIV|28 pages
Social Class/Power
part XV|36 pages
Culture
part XVI|20 pages
Applied Consumer Behavior