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This wide-ranging yet focused text provides an informative introduction to consumer behavior supported by in-depth, scientifically grounded coverage of key principles and applications. CONSUMER BEHAVIOR, Second Edition, devotes ample attention to "classic" consumer behavior topics, including consumer information processing, consumer decision-making, persuasion, social media and the role of culture and society on consumer behavior. In addition, this innovative text explores important current topics and trends relevant to modern consumer behavior, such as international and ethical perspectives, an examination of contemporary media, and a discussion of online tactics and branding strategies. This versatile text strikes an ideal balance among theoretical concepts, cutting-edge research findings, and applied real-world examples that illustrate how successful businesses apply consumer behavior to develop better products and services, market them more effectively, and achieve a sustainable competitive advantage. With its strong consumer-focused, strategy-oriented approach, CONSUMER BEHAVIOR, Second Edition, will serve students well in the classroom and help them develop the knowledge and skills to succeed in the dynamic world of modern business.
- New marketing metrics - This is a new section being added to selected chapters. These smaller cases will provide an applied business problem, with Excel data sets, that ties back to chapter content for students to explore. These problems will help illustrate various consumer research techniques by simple statistical analyses.
- New Chapter 15 - The Influence of Subculture, Family and Other Reference Groups - This chapter investigates the influence of important demographics and subcultures on consumer behavior. Specifically, population size and density, social class, and generational cohorts, such as Pre-depression, Depression, Baby-Boomer, Gen X, Gen Y, and Gen Z are examined. This chapter takes a look at ethnic and religious subcultures, including African-Americans, Hispanics, Asians, Native Americans, Christian, Jewish, Muslim, and Buddhist groups. Finally, the influence of households and household lifecycle on consumer decision making are explored.
- Reorganization of chapters and parts-Chapter flow has been improved just slightly, moving more brand-related macro-strategic perspectives up to the front of the book, followed by deeper dive into individual consumer information processing and decision-making. The last section comes full circle by focusing on social and external drivers of consumer behavior.
- Social media - The second edition will include a dedicated chapter to social media and online consumer behavior. This chapter will include an overview of the overview of social media landscape from the consumer behavior perspective, how companies conduct consumer research in this unique environment, and how companies are leveraging marketing techniques suited to this domain. In addition, numerous examples drawn from social media are included throughout the textbook.
- CONSUMER BEHAVIOR, Second Edition, focuses on why and how consumers make specific decisions and behave in certain ways, exploring what captures their attention, motivates them, and retains their loyalty (turning mere "customers" into "fans" of an organization). In addition to thorough coverage of key consumer behavior principles, the text features unique managerial application sections related to relevant advertising, branding, social media content, marketing research, and marketing management decisions.
- The second edition includes updated chapters summarizing the latest developments in consumer research – including new material on cognitive neuroscience, new persuasion techniques, new developments in behavioral decision theory, and many other important topics. Each of the text's four parts opens with an interview with a well-respected consumer researcher to stimulate student interest and introduce key topics in an engaging, conversational way.
- Every chapter includes innovative and appealing learning resources such as "Marketing in Action" features that illustrate consumer behavior concepts through stories of real companies, products, and situations; "Global Perspectives" segments that discuss applications of consumer behavior concepts in international contexts; and "Ethics" boxes to raise student awareness of ethical issues and stimulate classroom discussion.
- The writing is scientifically grounded, authoritative, engaging, and concise. Numerous photographs, advertisements, and illustrations of products, package designs, and consumers in action help to bring chapter concepts to life and increase student interest and involvement in the material.
1. Understanding Consumer Behavior and Consumer Research.
2. Consumer Focused Strategy: Segmentation and Positioning.
3. Branding Strategy and Consumer Behavior.
PART II: CONSUMER INFORMATION PROCESSING.
4. Consumer Perception.
5. Learning and Memory.
6. Automatic Information Processing.
7. Motivation and Emotion.
8. Attitude and Judgment Formation and Change.
PART III: CONSUMER DECISION MAKING.
9. The Consumer Decision Making Process.
10. Product Consideration, Evaluation, and Choice.
11. Behavioral Decision Theory.
PART IV: CONSUMER SOCIAL INFLUENCES AND CONTEMPORARY STRATEGIES FOR MARKETERS.
12. Self-Concept and Personality.
13. Social Influence and Behavioral Compliance.
14. The Influence of Culture and Values.
15. The Influence of Demography.
16. Contemporary Strategies in Reaching Consumers.
17. Engaging Consumers Through Online Marketing.
PART V: MANAGERIAL DECISION MAKING (ONLINE CHAPTERS).
18. Biases in Managerial Decision Making.
19. Strategies for Improving Managerial Decision Making.
"I think it's the best on the market – especially at the graduate level."
"Kardes is a sound consumer behavior textbook that covers the most essential material."