Essentials of Consumer Behavior: An Applied Approach

This second edition of Essentials of Consumer Behavior offers a concise alternative to traditional textbooks with a practice-based approach, emphasizing the thoughts, feelings, and behaviors that shape consumer attitudes and motivations. It covers technology, consumer vulnerability, and consumers' roles in the lives of nonhuman animals, and is suitable for marketing and consumer behavior students at advanced undergraduate and postgraduate levels.

Format: Paperback / softback
Length: 215 pages
Publication date: 01 March 2023
Publisher: Taylor & Francis Ltd

This extensively revised second edition of Essentials of Consumer Behavior presents a concise alternative to conventional textbooks, adopting a practice-oriented approach. Author Stephens underscores that consumer behavior extends beyond mere buyer behavior, delving into the intricate interplay of thoughts, emotions, and behaviors that shape consumers' attitudes and motivations toward brands, products, and marketing messages. The new edition of this concise guide to the discipline offers comprehensive coverage of various topics, including:

Integration of technology throughout all chapters, ensuring a contemporary and relevant approach
Expansion of consumer vulnerability to encompass not only young individuals and those with disabilities but also economically disadvantaged individuals and those marginalized due to ethnicity and gender
In-depth exploration of consumers' roles in the lives of nonhuman animals, with a particular focus on the consumer journey toward acquiring an animal companion and the impact of pet ownership on their non-pet-related purchases
Suitable for advanced undergraduate and postgraduate students studying marketing and consumer behavior, this textbook is written in a clear and thorough manner, fostering student engagement and equipping them with the skills to become astute marketers. Online resources include links to videos, podcasts, additional reading materials, questions, and exercises, further enhancing the learning experience. Instructor supplements include PowerPoint slides and chapter quizzes, providing valuable resources for instructors in the classroom.

Weight: 358g
Dimension: 234 x 157 x 17 (mm)
ISBN-13: 9780367426866
Edition number: 2 ed