Frank Kardes, Thomas Cline, Maria Cronley

Consumer Behavior: Science and Practice, International Edition

• Broschiertes Buch

Produktbeschreibung

This wide-ranging yet focused text provides an informative introduction to consumer behavior supported by in-depth, scientifically grounded coverage of key principles and applications. CONSUMER BEHAVIOR: SCIENCE AND PRACTICE, 1e, International Edition, devotes ample attention to "classic" consumer behavior topics, including consumer information processing, consumer decision making, persuasion, and the role of culture and society on consumer behavior. In addition, this innovative new text explores important current topics and trends relevant to modern consumer behavior, such as international and ethical perspectives, an examination of contemporary media, and a discussion of online tactics and branding strategies. This versatile text strikes an ideal balance among theoretical concepts, cutting-edge research findings, and applied real-world examples that illustrate how successful businesses apply consumer behavior to develop better products and services, market them more effectively, and achieve a sustainable competitive advantage. With its strong consumer-focused, strategy-oriented approach, CONSUMER BEHAVIOR: SCIENCE AND PRACTICE, 1e, International Edition will serve students well in the classroom and help them develop the knowledge and skills to succeed in the dynamic world of modern business.

Produktdetails

• Verlag: Cengage Learning EMEA / South Western College
• International Student Edition
• Seitenzahl: 480
• Erscheinungstermin: 30. April 2010
• Englisch
• Abmessung: 18mm x 201mm
• Gewicht: 820g
• ISBN-13: 9780538746861
• ISBN-10: 0538746866
• Artikelnr.: 28999721

Autorenporträt

Frank R. Kardes is the Donald E. Weston Professor of Marketing at the College of Business at the University of Cincinnati. He is a recipient of the Distinguished Scientific Achievement Award of the Society for Consumer Psychology, and a Fellow of the American Psychological Association, the American Psychological Society, the Society for Consumer Psychology, the Society for Experimental Social Psychology, and the Society for Personality and Social Psychology. His research focuses on omission neglect, consumer judgment and inference processes, persuasion and advertising, and consumer and managerial decision making. He has published in many leading scientific journals and is frequently invited to present his research at leading universities throughout the world-including Wharton, Yale, Cornell, Chicago, Northwestern, Michigan, the Australian Graduate School of Management, the London Business School, the Hong Kong University of Science and Technology, and INSEAD (France). Dr. Kardes w

as an Editor of the Journal of Consumer Psychology, Advances in Consumer Research, and the Handbook of Consumer Psychology, and was an Associate Editor of the Journal of Consumer Research and the Journal of Consumer Psychology. He is currently Co-Editor of Marketing Letters.

Inhaltsangabe

Part I: CONSUMER FOCUSED STRATEGY.1. The Study of Consumer Behavior.2. Consumer Segmentation and Positioning.Part II: HOW CONSUMERS MAKE DECISIONS.3. Overview of Consumer Decision Making.4. Consumer Evaluation and Choice.5. Risk and Consumer Decision Making.Part III: HOW CONSUMERS PROCESS INFORMATION.6. Consumer Perception and Attention.7. Persuasion: Attitudes and Judgment.8. Affect and Motivation.9. The Role of Learning and Memory.10. Automatic Information Processing.11. The Role of Personality and Self-Concept.Part IV: THE INFLUENCE OF THE SOCIAL ENVIRONMENT AND CONTEMPORARY STRATEGIES FOR MARKETERS.12. The Role of Values and Culture.13. Persuasion Through Social Influence.14. Contemporary Marketing Strategies.15. Consumer Behavior Online.16. Consumer Behavior and Branding Strategy.Part V: MANAGERIAL DECISION MAKING.17. Biases in Managerial Decision Making.18. Strategies for Improving Managerial Decision Making.