Essentials of Consumer Behavior: An Applied Approach

ISBN-13: 9780367426880 / Angielski / Twarda / 2023 / 210 str.

USA) Stephens Debra L. (University of Portland

Opis

This thoroughly updated second edition of Essentials of Consumer Behavior offers a concise alternative to traditional textbooks with a practice-based approach.

Spis treści

Part 1: Fundamental Concepts in Consumer Behavior, 1. Introduction to Consumer Behavior, 2. Consumer Research Methods, 3. Why We Buy, 4. The Consumer’s Journey, Part 2: How Consumers Create Meaning, 5. Memory and Priming, 6. Sensory Perception in a Consumption Context, 7. Sociocultural and Interpersonal Influences on Consumer Behavior, Part 3: Consumer Welfare, 8. Marginalized Consumers, 9. Children and Adolescents as Consumers, 10. Nonhuman Animals as Special Possessions, Part 4: Shifts in Technology and Consumer Values, 11. The Rise of Collaborative Consumption and the Sharing Economy

O autorze

Debra L. Stephens is Associate Professor of Marketing at the University of Portland, USA. She has published in leading journals, including the Journal of Consumer Research, the Journal of Public Policy and Marketing, and the Journal of Business Ethics.