Consumer Behaviour: Buying, Having, and Being, Canadian Edition, 9th edition

Published by Pearson Canada (January 5, 2023) © 2024

  • Michael R. Solomon Saint Joseph's University
  • Kelley Main University of Manitoba
  • Katherine White University of British Columbia
  • Darren W. Dahl University of British Columbia
  • Bonnie Simpson Western University

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For consumer behaviour courses.

Beyond consumer behaviour: How buying habits shape identity

Consumer Behaviour: Buying, Having, and Being emphasizes the importance of understanding consumers in formulating marketing strategy. Many (if not most) of the fundamental concepts in marketing are based on the practitioner's ability to know people. After all, if we don't understand why people behave as they do, how can we identify their needs? If we can't identify their needs, how can we satisfy those needs? To illustrate the potential of consumer research to inform marketing strategy, the text contains numerous examples of specific applications of consumer behaviour concepts by marketing practitioners, as well as examples of windows of opportunity where such concepts might be used-perhaps by alert strategists after taking this course!

Hallmark features of this title

  • Marketing Opportunity: These examples help to highlight the fascinating ways in which marketing practitioners translate the wisdom they glean from consumer research into actual business activities
  • Marketing Pitfall: These examples help to highlight marketing mistakes or ethically suspect activities.
  • The Tangled Web: These examples demonstrate the added complexity the Internet brings to consumer behaviour. 
  • Consumer Behaviour Challenge: Each chapter contains two sets of questions that challenge the student to apply the key issues covered. Discussion Questions encourage dialogue about important issues in consumer behaviour. Experiential Exercises connect learners directly to the marketplace and communities that provide the contexts for consumer behaviour. Many new questions have been added for this edition.

New and updated features of this title

  • The text is now 13 (rather than 15) chapters. This was done to better align with a 13-week term that many Canadian schools adhere to, and to streamline content for both learning and instructional purposes. The chapter order was also modified so that social influence (Chapter 10) is covered prior to buying and disposing (Chapter 11).
  • The focus on technology has continued to shift. It is now approached not as a separate aspect of where and how consumer behaviour operates but as a core means through which marketing and consumption happen. This includes an expanded focus on augmented and virtual reality (Chapter 2) and an “As I See It” box (Chapter 9), social media (Chapter 10), as well as social shopping and the use of mobile shopping apps (Chapter 10).
  • The text undertakes a further positioning of consumer behaviour as a means of understanding and addressing social issues, rather than only about buying products. This includes a greater incorporation of research that speaks to ethnicity and race, social and environmental activism and sustainability, consumer activism, and product sharing and disposal, among other topics.

Important Digital Assets in MyLab Marketing

  • Review Questions: These straightforward questions draw attention to key concepts and theories in each chapter. These have been substantially revised, including newly developed questions.
  • Applications: Each chapter contains sets of questions that encourage the student to apply the key issues covered, also substantially revised.
  • As It Happens: This feature was designed to capture emerging topics of issue or debate in the field.
  • As I See It: We have asked fellow researchers to share their current work and explain how it relates to the various theories of consumer behaviour.
  • End-of-Section Cases: These cases highlight current real-world marketing and consumer issues and have a Canadian focus. The questions at the end of each case ask students to use concepts they learned in the applicable chapters to address real-world questions and problems.
  • Marketing Opportunity: These examples help to highlight the fascinating ways in which marketing practitioners translate the wisdom they glean from consumer research into business activities.
  • Marketing Pitfall: These examples help to highlight marketing mistakes or ethically suspect activities.
  1. An Introduction to Consumer Behaviour
  2. Perception
  3. Learning and Memory
  4. Motivation and Affect
  5. The Self
  6. Personality, Lifestyles, and Values
  7. Attitudes
  8. Attitude Change and Interactive Communications
  9. Individual Decision Making
  10. Group Influence and Social Media
  11. Buying, Using, and Disposing
  12. Income, Social Class
  13. Cultural Influences on Consumer Behaviour

Bonnie Simpson is Associate Professor of Marketing in the DAN Management and Organizational Studies department at Western University in London, Ontario. Bonnie completed her PhD at the University of Calgary. Bonnie has taught courses in consumer behaviour and marketing research at the undergraduate and graduate levels in Canada and the Netherlands. Bonnie's research is grounded in social psychological processes and aims to make the world a little bit better through examining why consumers act as we do. She is interested in how and why consumers engage in prosocial actions such as sustainable behaviours, charitable giving, and purchasing that supports social good. She finds inspiration in everyday actions—like why say no to a $2 donation at the grocery checkout when you can afford to give? Her teaching often focuses in these areas—she loves to introduce students to marketing concepts that focus not only on corporate business functions but also how marketing shapes and is shaped by not-for-profits, social and environmental sustainability, and the consumer's daily life. Her research is published in top-tier journals such as Journal of Consumer Research, Journal of Marketing, and Journal of Marketing Research. Bonnie has two young kids who provide consumer research inspiration every day—such as understanding why goldfish are valued so much more than any other cracker.

Michael R. Solomon, PhD, is Professor of Marketing in the Haub School of Business at Saint Joseph's University in Philadelphia. Before joining the Saint Joseph's faculty in the fall of 2006, he was the Human Sciences Professor of Consumer Behavior at Auburn University. Before moving to Auburn in 1995, he was chair of the Department of Marketing in the School of Business at Rutgers University, New Brunswick, New Jersey. Professor Solomon began his academic career in the Graduate School of Business Administration at New York University, where he also served as Associate Director of NYU's Institute of Retail Management. He earned his BA degrees in psychology and sociology magna cum laude at Brandeis University and a PhD in social psychology at the University of North Carolina at Chapel Hill. In 1996 he was awarded the Fulbright/FLAD Chair in Market Globalization by the US Fulbright Commission and the Government of Portugal, and he served as Distinguished Lecturer in Marketing at the Technical University of Lisbon. He held an appointment as Professor of Consumer Behaviour at The University of Manchester (UK) from 2007–2013.

Kelley J. Main is professor of marketing at the Asper School of Business and Associate Dean of the Faculty of Graduate Studies, University of Manitoba. Kelley completed her Ph.D. at the University of British Columbia, her M.A. at the University of Manitoba, and her B.A.H. at the University of Winnipeg.

Kelley teaches courses in consumer behaviour, marketing research, and research methods at the undergraduate, and graduate levels. Kelley has won awards for her research (e.g. The Park Prize for Outstanding Contribution to the Journal of Consumer Psychology, The 2007 Journal of Consumer Psychology Young Contributor Award); teaching (e.g., University of Manitoba Graduate Students' Association Teaching Award) and service (e.g. Associates Achievement Award for Service, University of Manitoba Faculty Association (UMFA) Merit Award for Service) efforts. Before coming to the UofM, she held a faculty appointment at York University's Schulich School of Business for three years and has been a visiting professor at HEC Montreal.

Kelley's research is focused on the application of social psychology to consumer behaviour. In particular, her research interests focus on persuasion, trust, suspicion and identity. Her published work has appeared in top-tier journals including Journal of Consumer Psychology, Journal of Consumer Research, International Journal of Research in Marketing, Journal of Retailing, Journal of Business Research, Journal of Advertising, European Journal of Marketing, Journal of Personality and Social Psychology, and Personality and Social Psychology Bulletin. Her work has been presented at numerous national and international conferences.

Katherine (Kate) White is professor of marketing and behavioural science at the Sauder School of Business, University of British Columbia. She holds a Professorship in Consumer Insights, Prosocial Consumption, and Sustainability. Kate is trained as a social psychologist and she completed her Ph.D. at the University of British Columbia, her M.A. at the University of Waterloo, and her B.A. at Simon Fraser University. Kate teaches courses in consumer behaviour, consumer insights, marketing strategy, and sustainability marketing at the undergraduate, graduate, and executive levels. She has also consulted on various marketing and behaviour change projects with clients such as the City of Calgary, My Sustainable Canada, DDB Canada, and Big Rock Brewery.

Kate's research is focused on the application of social psychology to understanding consumer behaviour. In particular, her research interests focus on social influence, social marketing, and sustainability marketing. Her published work has appeared in top-tier journals including Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Journal of Personality and Social Psychology, Personality and Social Psychology Bulletin, Journal of Experimental Social Psychology, and Journal of Cross-Cultural Psychology. In addition, her work has been presented at over 50 national and international conferences.

Kate recently received the Dean's Award for Outstanding Scholar and has been identified as a “Young Scholar” by the Marketing Science Institute. This latter honour is given to young academics identified as potential leaders of the next generation of marketing researchers. Kate is associate editor at the Journal of Marketing Research and is on the editorial boards of Journal of Consumer Research and Journal of C-onsumer Psychology. She has been ranked number 15 worldwide for publications in the A-level marketing journals by the American Marketing Association.

Kate is mother of twin daughters, and in their spare time they like to travel. When the girls were two they went on Semester at Sea, a program run through the University of Virginia. They spent a semester at sea and travelled to Spain, Morocco, Ghana, South Africa, Mauritius, India, Singapore, Vietnam, China, and Japan. Follow Kate on Twitter @White_K8

Darren Dahl is the senior associate dean of Faculty, director of the Robert H. Lee Graduate School, and BC Innovation Council Professor at the University of British Columbia. Darren completed his Ph.D. at the University of British Columbia and his B.Comm. at the University of Alberta.

Darren's research interests are in the areas of new product design and development, creativity, consumer product adoption, the role of social influence in consumer behaviour, and understanding the role of self-conscious emotions in consumption. His research has been presented at numerous national and international conferences, and published in various texts and such journals as the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Management Science, and Journal of Consumer Psychology. He is currently editor in chief of the Journal of Consumer Research and serves on the editorial board of the Journal of Marketing Research, Journal of Marketing, and International Journal of Research in Marketing. He has been ranked number one worldwide for publications in the A-level marketing journals by the American Marketing Association.

Darren teaches courses in consumer behaviour, marketing research, and strategic marketing analysis at the undergraduate, MBA, and executive education levels. He has won awards for both his research (e.g., Marketing Science Institute Young Scholar) and his teaching (e.g., 3M Award for Excellence in Teaching) efforts. Before coming to UBC he held a faculty appointment at the University of Manitoba for four years and has been a visiting professor at Stanford, Columbia University, Hong Kong University of Science and Technology, and Thammasat University in Thailand. Darren has consulted and organized education programs for a number of nonprofit and for-profit organizations, such as Cathay Pacific, Procter & Gamble, Xerox, General Electric, Vancouver Public Health, Teekay Shipping, Lululemon Athletica, Earls Restaurants, Agent Provocateur, Daehong Advertising–Korea, and LIC India.

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