Essentials Of Consumer Behavior

Essentials of Consumer Behavior

Essentials of Consumer Behavior offers an alternative to traditional textbooks for graduate students. Shorter than competing books, but no less rigorous, it includes unique material on vulnerable consumers and ethics. Balancing a strong academic foundation with a practical approach, Stephens emphasizes that consumer behavior does not simply equate to buyer behavior. She examines the thoughts, feelings, and behaviors that shape consumers’ attitudes and motivations in relation to brands, products, and marketing messages. Providing a concise guide to the discipline, the author covers key themes such as vulnerable consumers, new technologies, and collaborative consumption. The book is supported by a rich companion website offering links to videos and podcasts, surveys, quizzes, further readings, and more. It will be a valuable text for any graduate student of consumer behavior or marketing, as well as any interested consumers.

Essentials of Consumer Behavior

This thoroughly updated second edition of Essentials of Consumer Behavior offers a concise alternative to traditional textbooks with a practice-based approach. Stephens emphasizes that consumer behavior does not simply equate to buyer behavior. She examines the thoughts, feelings, and behaviors that shape consumers’ attitudes and motivations in relation to brands, products, and marketing messages. The new edition of this concise guide to the discipline offers comprehensive coverage of issues including: Technology now integrated into all chapters Consumer vulnerability, expanded beyond young consumers and persons with disabilities to include the economically disadvantaged and those marginalized because of ethnicity and gender Consumers’ roles in the lives of nonhuman animals, with extensive discussion of the consumer journey toward acquiring an animal companion and the impact of pet ownership on consumers’ non-pet-related purchases Suitable for marketing and consumer behavior students at advanced undergraduate and postgraduate levels, this clearly written and thorough textbook will keep students engaged and help them to become savvier marketers. Online resources include links to videos and podcasts, further reading, questions, and exercises. Instructor supplements include PowerPoint slides and chapter quizzes.

Essentials of Consumer Behavior