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Consumer behavior : science and practice

Author: Frank R Kardes; Thomas W Cline; Maria L Cronley
Publisher: [Mason, Ohio] : South-Western Cengage Learning, ©2011.
Edition/Format:   Book : English : International edView all editions and formats
Database:WorldCat
Summary:

Offers an introduction to consumer behavior. This title focuses on 'classic' consumer behavior topics, including consumer information processing, consumer decision making, persuasion, and the role of  Read more...

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Document Type: Book
All Authors / Contributors: Frank R Kardes; Thomas W Cline; Maria L Cronley
ISBN: 9780538746861 0538746866
OCLC Number: 657006358
Description: xx, 459 p. : col. ill. ; 26 cm.
Contents: Part I: CONSUMER FOCUSED STRATEGY. 1. The Study of Consumer Behavior. 2. Consumer Segmentation and Positioning. Part II: HOW CONSUMERS MAKE DECISIONS. 3. Overview of Consumer Decision Making. 4. Consumer Evaluation and Choice. 5. Risk and Consumer Decision Making. Part III: HOW CONSUMERS PROCESS INFORMATION. 6. Consumer Perception and Attention. 7. Persuasion: Attitudes and Judgment. 8. Affect and Motivation. 9. The Role of Learning and Memory. 10. Automatic Information Processing. 11. The Role of Personality and Self-Concept. Part IV: THE INFLUENCE OF THE SOCIAL ENVIRONMENT AND CONTEMPORARY STRATEGIES FOR MARKETERS. 12. The Role of Values and Culture. 13. Persuasion Through Social Influence. 14. Contemporary Marketing Strategies. 15. Consumer Behavior Online. 16. Consumer Behavior and Branding Strategy. Part V: MANAGERIAL DECISION MAKING. 17. Biases in Managerial Decision Making. 18. Strategies for Improving Managerial Decision Making.
Responsibility: Frank R. Kardes, Thomas W. Cline, Maria L. Cronley.

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Part I: CONSUMER FOCUSED STRATEGY. 1. The Study of Consumer Behavior. 2. Consumer Segmentation and Positioning. Part II: HOW CONSUMERS MAKE DECISIONS. 3. Overview of Consumer Decision Making. 4. Read more...

 
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