ABSTRACT

Essentials of Consumer Behavior offers an alternative to traditional textbooks for graduate students. Shorter than competing books, but no less rigorous, it includes unique material on vulnerable consumers and ethics.

Balancing a strong academic foundation with a practical approach, Stephens emphasizes that consumer behavior does not simply equate to buyer behavior. She examines the thoughts, feelings, and behaviors that shape consumers’ attitudes and motivations in relation to brands, products, and marketing messages. Providing a concise guide to the discipline, the author covers key themes such as vulnerable consumers, new technologies, and collaborative consumption.

The book is supported by a rich companion website offering links to videos and podcasts, surveys, quizzes, further readings, and more. It will be a valuable text for any graduate student of consumer behavior or marketing, as well as any interested consumers.

part |2 pages

PART I Introduction to Consumer Behavior

chapter 1|13 pages

Introduction to Consumer Behavior

chapter 2|13 pages

Consumer Research Methods

chapter 3|15 pages

Perspectives on Products

chapter 4|27 pages

The Consumer’s Journey

part |2 pages

PART II Consumers Creating Meaning

chapter 6|15 pages

Memory and Priming

part |2 pages

PART III Vulnerable Consumers

chapter 8|18 pages

Vulnerability in Adult Consumers

chapter 9|9 pages

Children as Consumers

part |2 pages

PART IV The Impact of Technology and Value Shifts on Consumer Behavior