Consumer Behavior
About Consumer Behavior
For consumer behavior courses. Beyond consumer behavior: How buying habits shape identity Consumer Behavior: Buying, Having, and Being covers what happens before, during and after the point of purchase. It investigates how having or not having certain products affects our lives, especially in the canon of social media and the digital age. In the 13th Edition, up-to-date content reflects major marketing trends and changes that impact this field of study. Since we are all consumers, many of the topics have both professional and personal relevance to students. This makes it easy to apply the theory outside of class and maintain an edge in the fluid and evolving field of consumer behavior. Hallmark features of this title A student-friendly framework and writing style The author is an active consumer behavior instructor and researcher who uses a conversational, lively narrative to speak to today's students. Relevant examples and references to brands students know and love engage students i...
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