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Consumer Behavior 11/e

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一般書籍
ISBN：9780071288415
作者：Delbert Hawkins, David Mothersbaugh
版次：11
年份：2009
出版商：McGraw-Hill

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Description
This book is a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book.

Features

Chapters have been updated with an eye toward important emerging trends and concepts
Consumer Insights: Over half of the consumer insights are new or substantially revised for the 11th edition. They span important topics including ethnicity, demographics, Internet marketing, persuasion, impulse buying, and mobile marketing.
Opening Vignettes: Over half of the opening vignettes are new or substantially revised for the 11th edition. They span important topics including global, gender roles, ethnic marketing, marketing to children, customer satisfaction, and online marketing.
Power Points: Over the course of the last two editions, the author team has created a new and more comprehensive set of PowerPoint slides for each chapter. These PowerPoint slides include the key material from each chapter as well as additional illustrations and examples to enhance the overall classroom experience. These PowerPoints can be used “off the shelf,” in combination with the instructor’s own materials, and/or can be combined with the digital four-color ad set to create powerful presentations which include both text and non-text materials.
Videos can be an excellent way to kick off a chapter or a major segment of discussion. The authors have 15 videos for the 11th edition.
Data from DDB Worldwide’s 2004 lifestyle study have been included in a disk that accompanies the text. This data is new starting with the 10th edition and includes new and exciting variables relating to culture, ideal self, decision making, and internet shopping.

Table of Contents
Part One: Introduction
1: Consumer Behavior and Marketing Strategy

Part Two: External Influences
2: Cross-Cultural Variations in Consumer Behavior
3: The Changing American Society: Values
4: The Changing American Society: Demographics and Social Stratification
5: The Changing American Society: Subcultures
6: The American Society: Families and Households
7: Group Influences on Consumer Behavior

Part Three: Internal Influences
8: Perception
9: Learning, Memory, and Product Positioning
10: Motivation, Personality, and Emotion
11: Attitudes and Influencing Attitudes
12: Self-Concept and Lifestyle

Part Four: Consumer Decision Process
13: Situational Influences
14: Consumer Decision Process and Problem Recognition
15: Information Search
16: Alternative Evaluation and Selection
17: Outlet Selection and Purchase
18: Postpurchase Processes, Customer Satisfaction, and Customer Commitment

Part Five: Organizations as Consumers
19: Organizational Buyer Behavior

Part Six: Consumer Behavior and Marketing Regulation
20: Marketing Regulation and Consumer Behavior

Appendix A: Consumer Behavior Research Methods
Appendix B: Consumer Behavior Audit