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Solution Manual For Consumer Behavior 8th Edition by Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters

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Solution Manual For Consumer Behavior 8th Edition by Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters-The purpose of this chapter is to explore the fundamentals of consumer behavior. Consumer behavio... r involves understanding the set of decisions (what, whether, why, when, how, where, how much, and how often) that an individual or group of consumers makes over time about the acquisition, use, or disposition of goods, services, ideas, or other offerings. The psychological core exerts considerable influence on consumer behavior. A consumer‘s motivation, ability, and opportunity affect their decisions and influence what a person is exposed to, what they pay attention to, and what they perceive and comprehend. These factors also affect how consumers categorize and interpret information, how they form and retrieve memories, and how they form and change attitudes. Each aspect of the psychological core has a bearing on the consumer decision-making process, which involves (1) problem recognition, (2) information search, (3) judgments and decision making, and (4) evaluating satisfaction with the decision. Consumer behavior is affected by the consumer‘s culture and by the typical or expected behaviors, norms, and ideas of a particular group. Consumers belong to a number of groups, share their cultural values and beliefs, and use their symbols to communicate group membership. Household and social class influences are involved in consumer behavior, as are each individual‘s values, personality, and lifestyles. Consumer behavior can be symbolic and express an individual‘s identity. It is also indicative of how quickly an offering spreads throughout a market. Further, ethics and social responsibility play a role in consumer behavior. Marketers study consumer behavior to gain insights that will lead to more effective marketing strategies and tactics. Ethicists and advocacy groups are keenly interested in consumer behavior, as are public policy makers and regulators who want to protect consumers from unsafe or inappropriate offerings. Consumers and society can both benefit as marketers learn to make products more user-friendly and to show concern for the environment. Finally, studying consumer behavior helps marketers understand how to segment markets and how to decide which to target, how to position an offering, and which marketing-mix strategies will be most effective. Chapter Appendix This chapter‘s Appendix focuses on consumer behavior research and its special implications for marketers. Students will learn about various research methods, types of data, and ethical issues related to consumer research. With this background, they will be able to understand how consumer research helps marketers develop more effective strategies and tactics for reaching and satisfying customers. [Show More]

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