Consumer Behavior Buying, Having, and Being

ISBN-10: 0136015964
ISBN-13: 9780136015963
Edition: 8th 2009
List price: $196.00 Buy it from $2.09
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Description: Solomon goes beyond the discussion of why people buy things and explores how products, services, and consumption activities contribute to shape peoplersquo;s social experiences. Social networking, sensory marketing, illusion of truth effect,  More...

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Book details

List price: $196.00
Edition: 8th
Copyright year: 2009
Publisher: Prentice Hall Higher Education
Publication date: 2/26/2008
Binding: Hardcover
Pages: 720
Size: 8.75" wide x 11.00" long x 1.25" tall
Weight: 4.136

Solomon goes beyond the discussion of why people buy things and explores how products, services, and consumption activities contribute to shape peoplersquo;s social experiences. Social networking, sensory marketing, illusion of truth effect, interactive mobile marketing, cross-cultural value differences, impression management, doppelganger brand image, red campaign, CSR, low literate consumer, crowdsourcing, and multigenerational marketing. For marketing professionals to understand the latest trends in consumer behavior. nbsp;

Michael R. Solomon, Ph.D., is Professor of Marketing and Director of the Center for Consumer Research in the Haub School of Business at Saint Joseph's University, Philadelphia, USA.

Preface
FM
Consumers in the Marketplace
Consumers Rules
Perception
Learning and Memory
Motivation and Values
The Self
Personality and Lifestyles
Attitudes
Attitude Change and Interactive Communications
Consumers as Decision Makers
Individual Decision Making
Buying and Disposing
Group Influence and Opinion Leadership
Organizational and Household Decision Making
Consumers and Subcultures
Income and Social Class
Ethnic, Racial, and Religious Subcultures
Age Subcultures
Consumers and Culture
Cultural Influences on Consumer Behavior
The Creation and Diffusion of Global Cons

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