Consumer behavior : buying, having, and being
Author(s)
Bibliographic Information
Consumer behavior : buying, having, and being
（The Prentice-Hall international series in marketing）
Prentice Hall, c2002
5th ed
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Note
Includes bibliographical references and indexes
Description and Table of Contents
Description
Designed for consumer behaviour courses, this text aims to be current, hip and engaging, while reflecting the latest research. New to this edition are such features as: an expanded focus on online consumer behaviour; and treatment of topics including virtual communities, virtual marketing, and e-commerce. The book includes such concepts as Gen Y consumers, cultural capital, guerilla marketing, meme theory, and diffusion of hip hop fashions.
Table of Contents
1. An Introduction to Consumer Behavior.
I. CONSUMERS AS INDIVIDUALS.
2. Perception.
3. Learning and Memory.
4. Motivation and Values.
5. The Self.
6. Personality and Lifestyles.
7. Attitudes.
8. Attitude Change and Interactive Communications.
II. CONSUMERS AS DECISION MAKERS.
9. Individual Decision Making.
10. Buying and Disposing.
11. Group Influence and Opinion Leadership.
12. Organizational and Household Decision Making.
III. CONSUMERS AND SUBCULTURES.
13. Income and Social Class.
14. Ethnic, Racial, and Religious Subcultures.
15. Age Subcultures.
IV. CONSUMERS AND CULTURE.
16. Cultural Influences on Consumer Behavior.
17. The Creation and Diffusion of Consumer Culture.
by "Nielsen BookData"