Consumer Behavior
By Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters
About your course materials
Hoyer/MacInnis/Pieters’ CONSUMER BEHAVIOR, 8th EDITION, draws key concepts from marketing, psychology, sociology and anthropology to present a strong foundation and highly practical focus on real-world applications for today’s global business environment. The new edition incorporates cutting-edge research and current business practices, focusing on consumer needs and goals, emotions and emotion regulation, perceptions and consumer inferences, branding, consumer experiences, influencer marketing, social media, political ideology, generational influences and more.
Chapter updates in this edition emphasize social responsibility and ethics in marketing, scrutinizing both the dark side and constructive possibilities. Real-world examples, chapter exhibits, and application exercises provide practical relevance and help students master essential skills. New MindTap chapter assessments and case studies help students master consumer behavior concepts and skills as they’re held accountable for course material and challenged to apply it.
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About this product
Hoyer/MacInnis/Pieters’ CONSUMER BEHAVIOR, 8th EDITION, draws key concepts from marketing, psychology, sociology and anthropology to present a strong foundation and highly practical focus on real-world applications for today’s global business environment. The new edition incorporates cutting-edge research and current business practices, focusing on consumer needs and goals, emotions and emotion regulation, perceptions and consumer inferences, branding, consumer experiences, influencer marketing, social media, political ideology, generational influences and more.
Chapter updates in this edition emphasize social responsibility and ethics in marketing, scrutinizing both the dark side and constructive possibilities. Real-world examples, chapter exhibits, and application exercises provide practical relevance and help students master essential skills. New MindTap chapter assessments and case studies help students master consumer behavior concepts and skills as they’re held accountable for course material and challenged to apply it.
MANY PROMINENT CONSUMER BEHAVIOR THEMES RECEIVE SPECIAL ATTENTION. Chapter One previews hot topics, such as financial decisions and money management, obesity, diversity influences, symbolic consumer behavior and social media marketing. New key terms, such as ethical sourcing and contagion, highlight the growing influence of particular aspects of consumer behavior.
DETAILED CONCEPTUAL MODELS CLARIFY KEY TOPICS IN EACH CHAPTER. These models help students understand how the chapter’s key topics relate to one another and how the topics connect to coverage in other chapters. This understanding provides a valuable roadmap to your course.
MARKETING IMPLICATION SECTIONS DEMONSTRATE HOW CONSUMER BEHAVIOR CONCEPTS APPLY TO THE PRACTICE OF MARKETING. Students examine essential functions, such as market segmentation, target market selection, positioning, and decisions on promotion, price, product and place. Many of these features focus on international marketing, which helps students gain the broader perspective needed in today’s global economy.
DISCUSSION QUESTIONS EXTEND YOUR STUDENTS’ OPPORTUNITIES TO APPLY WHAT THEY’VE LEARNED. These meaningful questions at the end of every chapter encourage students to recall, analyze and dig deeper into what they have learned as they apply the chapter’s concepts to real-world marketing situations.
Table of contents
Chapters
Part 1. An Introduction to Consumer Behavior
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