ABSTRACT
Consumer Behavior in Action is a down-to-earth, highly engaging, and thorough introduction to consumer behavior. It goes further than other consumer behavior textbooks to generate student interest and activity through extensive use of in-class and written applications exercises. Each chapter presents several exercises, in self-contained units, each with its own applications. Learning objectives, background, and context are provided in an easy-to-digest format with liberal use of lists and bullet points. Also included in each chapter are a key concepts list, review questions, and a solid summary to help initiate further student research.
The author’s practical focus and clear, conversational writing style, combined with an active-learning approach, make this textbook the student-friendly choice for courses on consumer behavior.
TABLE OF CONTENTS
part |2 pages
Part I. Introduction to Consumer Behavior and Marketing Management
part |2 pages
Part II. The Consumer Decision-Making Process
part |2 pages
Part III. External Sociocultural Influences on Consumer Behavior
part |4 pages
Part IV. Internal Individual Psychological Influences on Consumer Behavior