Readings in Consumer Behavior: Individuals, Groups, and Organizations
- ISBN-10
- 047103021X
- ISBN-13
- 9780471030218
- Category
- Business & Economics / General
- Pages
- 473
- Language
- English
- Published
- 1979
- Publisher
- Wiley
- Authors
- Gerald Zaltman, Melanie Wallendorf
Description
Consumer behavior in individuals, groups, and organizations is explored in 42 readings. Topics covered include: 1) an overview of the field; 2) societal bases of behavior; 3) family and organization consumer behavior; 4) groups and norms; 5) social interaction and roles; 6) communication processes; 7) consumer attitudes; 8) attribution; 9) needs and motivation; 10) personality factors; 11) learning and information environments; 12) consumer protection; 13) innovations; 14) consumer research. Understanding consumer behavior is the keystone of marketing; it is the responsibility of a responsive society to meet its citizens needs. Articles reflect present and emerging trends and current research.
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