eBook - ePub

Essentials of Consumer Behavior

Name: Essentials of Consumer Behavior
ISBN: 9781000843880

An Applied Approach

Debra L. Stephens,

215 pages
English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

Essentials of Consumer Behavior

An Applied Approach

Debra L. Stephens,

About this book

This thoroughly updated second edition of Essentials of Consumer Behavior offers a concise alternative to traditional textbooks with a practice-based approach.

Stephens emphasizes that consumer behavior does not simply equate to buyer behavior. She examines the thoughts, feelings, and behaviors that shape consumers' attitudes and motivations in relation to brands, products, and marketing messages. The new edition of this concise guide to the discipline offers comprehensive coverage of issues including:

Technology now integrated into all chapters

Consumer vulnerability, expanded beyond young consumers and persons with disabilities to include the economically disadvantaged and those marginalized because of ethnicity and gender

Consumers' roles in the lives of nonhuman animals, with extensive discussion of the consumer journey toward acquiring an animal companion and the impact of pet ownership on consumers' non-pet-related purchases

Suitable for marketing and consumer behavior students at advanced undergraduate and postgraduate levels, this clearly written and thorough textbook will keep students engaged and help them to become savvier marketers. Online resources include links to videos and podcasts, further reading, questions, and exercises. Instructor supplements include PowerPoint slides and chapter quizzes.

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Yes, you can access Essentials of Consumer Behavior by Debra L. Stephens in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.