Consumer Behavior: Buying, Having, Being, 12th edition

Published by Pearson (June 27, 2019) © 2017

  • Michael R. Solomon Saint Joseph's University
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Consumer Behavior: Buying, Having, and Being covers what happens before, during and after the point of purchase. It investigates how having or not having certain products affects our lives, especially in the canon of social media and the digital age.

In the 12th Edition, up-to-date content reflects major marketing trends and changes that impact this field of study. Since we are all consumers, many of the topics have both professional and personal relevance. This makes it easy to apply the theory outside of class and maintain an edge in the fluid and evolving field of consumer behavior.

  1. Buying, Having, and Being: An Introduction to Consumer Behavior
  2. Consumer and Social Well-Being
  3. Perception
  4. Learning and Memory
  5. Motivation and Affect
  6. The Self: Mind, Gender, and Body
  7. Personality, Lifestyles, and Values
  8. Attitudes and Persuasive Communications
  9. Decision Making
  10. Buying, Using, and Disposing
  11. Groups and Social Media
  12. Income and Social Class
  13. Subcultures
  14. Culture

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