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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:   Print book : English : International edView all editions and formats
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 pages : color illustrations ; 26 cm
Contents: Consumer focused strategy: The study of consumer behavior ; Consumer segmentation and positioning --
How consumers make decisions: Overview of consumer decision making ; Consumer evaluation and choice ; Risk and consumer decision making --
How consumers process information: Consumer perception and attention ; Persuasion: attitudes and judgment ; Affect and motivation ; The role of learning and memory ; Automatic information processing ; The role of personality and self-concept --
The influence of the social environment and contemporary strategies for marketers: The role of values and culture ; Persuasion through social influence ; Contemporary marketing strategies ; Consumer behavior online ; Consumer behavior and branding strategy --
Managerial decision making: Biases in managerial decision making ; Strategies for improving management 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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