Consumer Behavior Science and Practice

his 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.CONSUMER BEHAVIOR: SCIENCE AND PRACTICE, 1e, International Edition focuses on why and how consumers make specific decisions and behave in certain ways, exploring what motivates them, captures their attention, and retains their loyalty (turning mere "customers" into "fans" of an organization). In addition to thorough coverage of key consumer behavior principles, the text features unique managerial application sections related to relevant advertising, marketing research, and marketing management decisions. The first four parts opens with an interview with a well-respected consumer researcher to stimulate student interest and introduce key topics in an engaging, conversational way. Chapters in each part includes a link to a short video case and a set of applied questions to help summarize and reinforce key material within the text. Every chapter includes innovative and appealing learning resources such as "Marketing in Action" features that illustrate consumer behavior concepts through stories of real companies, products, and situations; "Eye on International" segments that discuss applications of consumer behavior concepts in international contexts; and "Ethics" boxes to raise student awareness of ethical issues and stimulate classroom discussion. Numerous photographs, advertisements, and illustrations of products, package designs, and consumers in action help to bring chapter concepts to life and increase student interest and involvement in the material.