Table of Contents
PART I:

CONSUMERS, MARKETERS, AND TECHNOLOGY

Chapter 1: Technology-Driven Consumer Behavior

Chapter 2: Segmentation, Targeting, and Positioning

PART II:

THE CONSUMER AS AN INDIVIDUAL

Chapter 3: Consumer Motivation and Personality

Chapter 4: Consumer Perception

Chapter 5: Consumer Learning

Chapter 6: Consumer Attitude Formation and Change

PART III:

COMMUNICATION AND CONSUMER BEHAVIOR

Chapter 7: Persuading Consumers

Chapter 8: From Print and Broadcast Advertising to Social and Mobile Media

Chapter 9: Reference Groups and Word-of-Mouth



PART IV:

CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS

Chapter 10: The Family and Its Social Standing

Chapter 11: Culture’s Influence on Consumer Behavior
Chapter 12: Subcultures and Consumer Behavior

Chapter 13: Cross-Cultural Consumer Behavior: An International Perspective

PART V:
CONSUMER DECISION-MAKING, MARKETING ETHICS, AND CONSUMER RESEARCH

Chapter 14: Consumer Decision-Making and Diffusion of Innovations

Chapter 15: Marketing Ethics and Social Responsibility

Chapter 16: Consumer Research

Overview
Description
For undergraduate and graduate consumer behavior courses.
The text that set the standard for consumer behavior study.

Consumer Behavior explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies. Features
Bring Concepts to Life with Cases
NEW! Cases and End-of-chapter Cases: Not only have several new cases been added throughout this edition, but two additional cases also appear at the end of every chapter. These new end-of-chapter cases show students the real-life application of the concepts just covered so that they can see how real companies use consumer behavior to create marketing strategies.
NEW! We strengthened the book’s principal facet, conceived in its first edition in 1978, which is focusing on the strategic applications of understanding consumer behavior. Our cases feature authentic campaigns that advertisers submitted for recognition by effie Worldwide — a global entity that pays tributes to exceptional marketers. Each chapter opens with a “hands on” example (some with comments by marketing executives) and exhibits based on recent, empirical data are showcased in all chapters together with guidelines for marketing applications.
Global Coverage Focus



NEW! The presentation about consumers overseas has been updated to include more comprehensive coverage of cross-cultural analysis, charts depicting consumers’ spending of disposable income in several countries, brand shares of American products overseas, and profiles of leading global brands.
Global Coverage: Discussions and examples appear throughout the text demonstrating the importance of cultural differences in both domestic and multinational marketing, enabling students to understand the dynamics of cultural differences.
Keep Your Course Current and Relevant

NEW! Topics: In this edition, we discuss behavioral targeting, customizing products and promotional messages, predictive analytics, reaching “eyeballs” instead of demographic groups, tracking online navigation and analyzing websites’ visits, gauging word-of-mouth and opinion leadership online, consumer-generated advertising, and new media platforms, such as mobile and apps advertising.
NEW! Technologies and Online Practices: In this edition we also address Americans’ usage of new technologies and the online practices of all age subcultures. At a time where the loss of privacy is the subject of an intensive public debate, we have charts showing how leading social networks collect data about consumers and a corresponding judgmental analysis in the chapter on ethics.
NEW! We added sections about sensory audio input, “actual” and “ideal” product-related attitudes, extra measures of cultural values, and empirical data about occupational prestige rankings and social class.
NEW! Finally, in its first edition, this book was the first one ever to use print ads as illustrations of consumer behavior (a practice that was quickly adopted by all marketing textbooks), and this edition includes over 100 new ads.
Enhanced Coverage of New Media: Consumers today are increasingly impacted by the growing influence of new media. Consumer Behavior continues to address this influence by providing students with new and extensive coverage of the use of new media in creating more effective targeting strategies.
New to This Edition
Bring Concepts to Life with Cases

Cases and End-of-chapter Cases: Not only have several new cases been added throughout this edition, but two additional cases also appear at the end of every chapter. These new end-of-chapter cases show students the real-life application of the concepts just covered so that they can see how real companies use consumer behavior to create marketing strategies.
We strengthened the book’s principal facet, conceived in its first edition in 1978, which is focusing on the strategic applications of understanding consumer behavior. Our cases feature authentic campaigns that advertisers submitted for recognition by effie Worldwide – a global entity that pays tributes to exceptional marketers. Each chapter opens with a “hands on” example (some with comments by marketing executives) and exhibits based on recent, empirical data are showcased in all chapters together with guidelines for marketing applications.
Global Coverage Focus

The presentation about consumers overseas has been updated to include more comprehensive coverage of cross-cultural analysis, charts depicting consumers’ spending of disposable income in several countries, brand shares of American products overseas, and profiles of leading global brands.
Keep Your Course Current and Relevant

Videos of Exceptional and Effective Strategies: The instructor’s manual features a vast selection of videos from Pearson’s Video Library, many of which were recently released, and offers suggestions on where they should be shown within the course. The following are examples of the available videos:
AFLAC: An unknown insurance company with a hard-to-pronounce name used a creative and humorous approach to differentiate itself in order to create instant and emotional recall, and name recognition.
Concepts illustrated: attitude formation, conditioning and behavioral learning, stimulus discrimination, and humor in advertising.
AMEX: A well-established credit card company with offerings for multiple markets that wanted to re-position its product because it found out consumers
were using the card only for special occasions. AMEX hired Jerry Seinfeld as its spokesperson who appeared using the card everywhere in the commercials. AMEX also extended its TV ads in webisodes.
Concepts illustrated: re-positioning, product differentiation and segmentation, new media, and source credibility.
BzzAgent: A media company possesses a database of 500,000 people that companies can chose from and retain specific persons to spread and stimulate word-of-mouth about its offerings. The agents receive samples of products but are not paid. BzzAgent maintains that the most effective agents’ motivating factor is “social currency”—a person’s desire to interact with others and tell them about his or her discoveries and experiences.
Concepts illustrated: age subculture, affiliation needs, word-of-mouth, interpersonal communication, and opinion leadership.
New topics: In this edition, we discuss behavioral targeting, customizing products and promotional messages, predictive analytics, reaching “eyeballs” instead of demographic groups, tracking online navigation and analyzing websites’ visits, gauging word-of-mouth and opinion leadership online, consumer-generated advertising, and new media platforms, such as mobile and apps advertising.
Technologies and Online Practices: In this edition we also address Americans’ usage of new technologies and the online practices of all age subcultures. At a time where the loss of privacy is the subject of an intensive public debate, we have charts showing how leading social networks collect data about consumers and a corresponding judgmental analysis in the chapter on ethics.
We added sections about sensory audio input, “actual” and “ideal” product-related attitudes, extra measures of cultural values, and empirical data about occupational prestige rankings and social class.
Finally, in its first edition, this book was the first one ever to use print ads as illustrations of consumer behavior (a practice that was quickly adopted by all marketing textbooks), and this edition includes over 100 new ads.