Consumer Behavior

For undergraduate and graduate consumer behavior courses.

Explore the "act of buying" and beyond. Solomon goes beyond the discussion of why people buy things and explores how products, services, and consumption activities contribute to shape people’s social experiences. The ninth edition includes cutting-edge topics and research in the ever-changing field of consumer behavior.

Consumers Rule; Perception; Learning and Memory; Motivation and Values; The Self; Personality and Lifestyles; Attitudes and Persuasive Communications; Individual Decision Making; Buying and Disposing; Groups; Organizational and Household Decision Making; Income and Social Class; Ethnic, Racial, and Religious Subcultures; Age Subcultures; Cultural Influences on Consumer Behavior; Global Consumer Culture

For marketing professionals who want to understand the latest trends in consumer behavior.

SECTION 1: CONSUMERS IN THE MARKETPLACE

Chapter 1. Consumers Rule

SECTION 2: CONSUMERS AS INDIVIDUALS

Chapter 2. Perception

Chapter 3. Learning and Memory

Chapter 4. Motivation and Values

Chapter 5. The Self

Chapter 6. Personality and Lifestyles

Chapter 7. Attitudes and Persuasive Communications

SECTION 3: CONSUMERS AS DECISION MAKERS

Chapter 8. Individual Decision Making

Chapter 9. Buying and Disposing

Chapter 10. Groups

Chapter 11. Organizational and Household Decision Making

SECTION 4: CONSUMERS AND SUBCULTURES

Chapter 12. Income and Social Class

Chapter 13. Ethnic, Racial, and Religious Subcultures

Chapter 14. Age Subcultures

SECTION 5: CONSUMERS AND CULTURE

Chapter 15. Cultural Influences on Consumer Behavior

Chapter 16. Global Consumer Culture