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Consumer Behavior Today, v. 1.0
- By: M. Joseph Sirgy, Don R. Rahtz and Laura Portolese
- Version: 1.0
- Pub Date: May 2014
- eISBN: 978-1-4533-6314-0
- Pages: 586
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Table of Contents:
- About the Authors
- Chapter 1: The Consumer in the Marketplace and Conducting Consumer Research
- Chapter 2: The Consumer Decision-Making Process
- Chapter 3: Symbolic Consumption, Self-Image, and Personality
- Chapter 4: Personal Values, Lifestyles, Psychographics, and Relationships
- Chapter 5: Memory, Learning, Perception, and Cognition
- Chapter 6: Motivation, Emotion, Mood, and Involvement
- Chapter 7: Beliefs, Attitude, Intention, and Behavior
- Chapter 8: Communication and Persuasion
- Chapter 9: Culture and Cross-Culture
- Chapter 10: Subcultures and Social Class
- Chapter 11: Reference Groups, Social Identity, Social Networks, and Social Power
- Chapter 12: Household, Family, Women, Youth, and Children
- Chapter 13: Organizational Buying
- Chapter 14: Sociology of Fashion and Diffusion of Technological Innovations
- Chapter 15: Consumer Behavior, Public Policy, and Society
- Chapter 16: Appendix
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Consumer Behavior Today
Joe Sirgy, Don R. Rahtz, & Laura Portolese Dias
In writing Consumer Behavior Today, oe Sirgy, Don R. Rahtz, and Laura Portolese Dias had simple goals:
- To write a text covering the psychology and sociology of human behavior as it relates to consumer decision making and action
- To emphasize contemporary issues of consumerism, marketing, and social media
- To help consumers better understand their own behavior in the marketplace and improve upon it
- EMPHASIS ON BENEFITS:
- MARKETING & PUBLIC POLICY IMPLICATIONS:
This textbook is suitable for these courses: Marketing, Consumer Behavior
This textbook is suitable for 2 and 4 year institutions.
Shopping, buying, and consuming goods and services that deliver desired benefits is a major focus of the book. People do not really buy “goods” and “service”; they buy the ‘‘benefits’’ that these goods and services provide.
Understanding what benefits consumers seek and how they make decisions, shop, buy, and consume helps marketers develop and carry out more effective marketing strategies: target marketing, product strategy, price strategy, place strategy, and promotion strategy. The principles and practical actions presented also have direct application in the public and not-for-profit (NFP) sectors. Each of these sectors needs to be able to better understand the needs and behaviors of the markets they serve.
This textbook comes with the following materials that you can use in your classroom.Test Item File
Need assistance in supplementing your quizzes and tests? Our test item files (in Word format) contain many true/false, multiple choice, fill in the blanks, and short essay questions.Instructor Manual
The Instructor Manual (in Word format) will help guide you through the main concepts of each chapter such as learning objectives, key terms and takeaways. Many also include explanations and answers to chapter exercises.Powerpoint Lecture Notes
A PowerPoint presentation highlighting key learning objectives and the main concepts for each chapter are available for you to use in your classroom. You can either cut and paste sections or use the presentation as a wholeTestbank for Import to Learning Management System
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