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Consumer Behavior 6th Edition

Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters

  • Published
  • Previous Editions 2010, 2007, 2004
  • 560 Pages


CONSUMER BEHAVIOR combines a foundation in key concepts from marketing, psychology, sociology, and anthropology with a highly practical focus on real-world applications for today's business environment. The new edition of this popular, pioneering text incorporates the latest cutting-edge research and current business practices, including extensive coverage of social media influences, increased consumer power, emerging neuroscience findings, and emotion in consumer decision making. In addition, the Sixth Edition includes an increased emphasis on social responsibility and ethics in marketing. With even more real-world examples and application exercises, including new opening examples and closing cases in every chapter, CONSUMER BEHAVIOR provides a thorough, yet engaging and enjoyable guide to this essential subject, enabling students and professionals alike to master the skills they need to succeed.

Wayne D. Hoyer, University of Texas, Austin

Wayne D. Hoyer holds the James L. Bayless/William S. Farish Fund Chair for Free Enterprise and is Chairman of the Department of Marketing. He received his Ph.D., M.S., and B.S. from Purdue University. His major area of study is consumer psychology and his research interests include consumer information processing and decision making, customer relationship management and new product development, and advertising information processing (including miscomprehension, humor, and brand personality). Dr. Hoyer has published more than 100 articles in academic journals, such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, and other marketing and psychology forums. His 1998 article on assortment perceptions (with Susan Broniarczyk and Leigh McAlister) won the 2003 O’Dell Award from the American Marketing Association. He has also been the Montezemolo Visiting Research Fellow in the Judge School of Business and is a Visiting Fellow of Sidney Sussex College at the University of Cambridge (UK). Dr. Hoyer has taught internationally at the University of Cambridge (UK), University of Mannheim, the University of Muenster, and the Otto Beisheim School of Management (Germany), the University of Bern (Switzerland), and Thammasat University (Bangkok, Thailand).

Deborah J. MacInnis, University of Southern California

Deborah MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration and Professor of Marketing at USC’s Marshall School of Business. She received her PhD from the University of Pittsburgh. Her work focuses on the role of emotions in consumer behavior and branding. She has received the Journal of Marketing’s Alpha Kappa Psi and Maynard Awards for the papers that make the greatest contribution to marketing thought as well as the Long-Term Contribution Award from the Review of Marketing Research. Dr. MacInnis has served as Co-Editor and Associate Editor of the Journal of Consumer Research and Associate Editor for the Journal of Marketing and the Journal of Consumer Psychology. In addition to co-authoring CONSUMER BEHAVIOR, she has several edited volumes on branding and has an upcoming book on developing, enhancing and leveraging brand admiration. She is former Treasure and President of the Association for Consumer Research and former Vice President of Conferences and Research for the American Marketing Association’s academic council. She is the winner of local and national teaching awards. Dr. MacInnis has also served the Marshall School of Business as Vice of Research and Strategy and Vice Dean of the Undergraduate Program. Her consulting includes work with major consumer packaged goods companies, business-to-business marketers and advertising agencies. She enjoys reading, walking, music, and drawing and adores her family and pets.

Rik Pieters, Tilburg University

Rik Pieters is Professor of Marketing in the Tilburg School of Economics and Management (TISEM) of Tilburg University, the Netherlands. He received his Ph.D. in social psychology from the University of Leiden in 1989. Dr. Pieters believes in interdisciplinary work and that imagination, persistence and openness to surprise are a person’s biggest assets. He has published more than 90 articles in marketing, psychology, economics, and statistics. His work has appeared in Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Science, Management Science, and International Journal of Research in Marketing. Dr. Pieters has published in the Journal of Personality and Social Psychology, Organizational Behavior and Human Decision Processes, European Journal of Social Psychology, Emotion, Psychological Science, Journal of Economic Literature. His research concerns attention and memory processes in marketing communication and the role of emotions in consumer decision making. He has served as Co-Chair of the Association for Consumer Research annual conference and has co-organized special conferences on visual marketing, social communication, and service marketing and management. He has taught internationally at Pennsylvania State University; University of Innsbruck, Austria; Koc University, Turkey; and the University of Auckland, New Zealand. Dr. Pieters has been Strategy Director for National and International clients at the Prad/FCB Advertising Agency, Amsterdam office. He bakes bread, rides bikes, and drinks hoppy, fermented barley beverages, all except the first in moderation.
  • Chapters 3, 4, and 7 have been combined into two chapters to more clearly show the way exposure, perception, memory, comprehension, and knowledge are related, while streamlining coverage.
  • The order of chapters in Part 4 has been changed and material within these chapters has been carefully reorganized to reflect the latest thinking about the role of social influences, consumer diversity, household and social class influences, and psychographics.
  • Chapter 17 has been significantly revised to cover the increased attention being paid to the way businesses and consumers make a difference through marketing and social responsibility.
  • New opening examples and new closing cases provide a global and local focus, illustrating a wide range of marketing challenges and opportunities in the United States and in other countries.
  • Important new themes represented throughout the book include increased consumer power, shifts in the consumer society, and the changing role of technology-driven developments such as neuroscience, social media, and mobile marketing.
  • Exhibits illustrate how consumer behavior concepts apply to U.S. and international marketing situations.
  • A conceptual model in each chapter helps students understand how that chapter's key topics relate to one another and how these topics connect to coverage in other chapters.
  • Marketing Implication sections show students how various consumer behavior concepts can be applied to the practice of marketing, including essential functions such as market segmentation, target market selection, positioning, and decisions on promotion, price, product, and place.
  • Discussion questions at the end of every chapter encourage students to recall and analyze what they have learned and apply the concepts to real-world situations.
  • Online exercises provide extensive interaction with real advertisements, consumer data, and marketing strategies; relate chapter concepts to concrete experiences from students' lives; and explore how chapter concepts can be used in the workplace.
1. Understanding Consumer Behavior.
Appendix: Developing Information about Consumer Behavior.
2. Motivation, Ability, and Opportunity.
3. Exposure, Attention, and Perception.
4. Memory, Knowledge, and Comprehension.
5. Attitudes Based on High Effort.
6. Attitudes Based on Low Effort.
7. Problem Recognition and Information Search.
8. Judgment and Decision Making Based on High Effort.
9. Judgment and Decision Making Based on Low Effort.
10. Post-Decision Processes.
11. Social Influences on Consumer Behavior.
12. Consumer Diversity.
13. Household and Social Class Influences.
14. Psychographics: Values, Personality, and Lifestyles.
15. Innovations: Adoption, Resistance, Diffusion.
16. Symbolic Consumer Behavior.
17. Ethics, Social Responsibility, and the Consumer Society.

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  • ISBN-10: 1285376102
  • ISBN-13: 9781285376103
  • STARTING AT $27.99

  • STARTING AT $63.99

  • ISBN-10: 1133435211
  • ISBN-13: 9781133435211
  • Bookstore Wholesale Price $302.75
  • RETAIL $402.95

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.


Instructor's Companion Website

ISBN: 9781305507296
Find everything you need for your course in one place. This collection of book-specific lecture and class tools is available online via Access and download PowerPoint® presentations, instructor’s manual, videos, and more.

Cengage Learning Testing, powered by Cognero® Instant Access

ISBN: 9781305507319
Cengage Learning Testing powered by Cognero®, is a flexible, online system that allows you to: import, edit, and manipulate content from the text's test bank or elsewhere, including your own favorite test questions. Create multiple test versions in an instant and deliver tests from your LMS, your classroom, or wherever you want.