ENGLISH

Essentials of consumer behavior

By Stephens , Debra L

Book information

Publisher
Routledge
Year
2017
ISBN
9781317648840, 1317648846, 1138791725, 978-1-138-79172-5, 978-1-138-79173-2, 978-1-315-76262-3
Language
english
Format
PDF
Filesize
1 MB (1322483 bytes)
Series
21st Century Business Management
Edition
1
Pages
232\233
Time added
2017-06-25 19:00:00
Consumer behavior;Consumers;Research

Description

Essentials of Consumer Behavior offers an alternative to traditional textbooks for graduate students. Shorter than competing books, but no less rigorous, it includes unique material on vulnerable consumers and ethics. Balancing a strong academic foundation with a practical 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. Providing a concise guide to the discipline, the author covers key themes such as vulnerable consumers, new technologies, and collaborative consumption. The book is supported by a rich companion website offering links to videos and podcasts, surveys, quizzes, further readings, and more. It will be a valuable text for any graduate student of consumer behavior or marketing, as well as any interested consumers.

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