Consumer Behavior: Human Pursuit of Happiness in the World of Goods
- ISBN-10
- 0979133661
- ISBN-13
- 9780979133664
- Series
- Consumer Behavior
- Pages
- 580
- Language
- English
- Published
- 2016-01-20
- Author
- Banwari Mittal
Description
We describe and dissect consumer behavior in the marketplace--how we make our product and brand choices, to energize our bodies, feed our minds, and construct our identities. Concepts and theories of psychology applied to consumer thoughts and acts, to render a comprehensive explanation for a college course and for a marketing manager and consumer researcher's tool kit.Topics include: Consumer Motivation; Theories of Perception and its applications in marketing; principles of consumer learning and memory and how marketing communications can utilize those principles;Consumers' brand attitudes and how marketers can shape those attitudes (albeit not as trickery but founded on the product's physical and psycho-social benefits reality; Role of Consumers' culture and reference groups in consumer choices of products and brands;Understanding consumers' decision making process and how marketers should fashion the presentation of their product information to be in sync with consumers' decision making modes; Understanding the drivers of consumers' brand and store loyalty;Consumer demographics: Consumer segments by gender, age (Boomers, Millennials, seniors, teens), sex, ethnic identity, social class.Consumer Psychographics: Consumer segments by lifestyles, values, and interests.Brand communities--how brands build community of brand fans and how brand become "Cool"Ethics--highlights the ethical and unethical behavior of both consumers and marketers. The role of government in monitoring the marketer's practices and safeguard consumer interests. Also included are topics in postmodern consumption: Netnography to understand online brand or product communities; Gender branding of brands; Behavioral economics; Economics meets psychology; symbolic consumption; etc.All concepts are illustrated with current marketing examples, with over 300 diagrams and images in 600 pages of 8.5x11 in four color with visually attractive layout. "Couldn't put the book down..." writes one marketing professor at University of Kentucky's Business School.
