Consumer Behavior

CONSUMER BEHAVIOR combines a foundation in key concepts from psychology, sociology, and anthropology with a highly practical focus on real-world applications for today's business environment. The new edition of this popular, pioneering text incorporates the latest cutting-edge research and current business practices, including extensive coverage of emotion in consumer decision making. In addition, the Fifth Edition includes an increased emphasis on public policy and ethical issues--both extremely timely topics in today's corporate climate. With even more real-world examples and application exercises, including new cases at the end of each chapter, CONSUMER BEHAVIOR provides a thorough, yet engaging and enjoyable guide to this essential subject, enabling students and professionals alike to master the skills they need to succeed.

A robust, text-specific technology package includes an Instructor Web site, HM Class Prep with HM Testing, basic and premium PowerPoint® presentations with ads and video clips, an electronic test bank, an online instructor's resource manual, courses in Blackboard and WebCT, videos, and a student Web site with ACE self-tests.
Discussion questions at the end of every chapter encourage students to recall and analyze what they have learned and apply the concepts to real-world situations.
Conceptual models open each chapter by clearly depicting key topics, showing how they relate to one another, and illustrating how they relate to topics covered in other chapters.
Marketing Implication sections illustrate how various consumer behavior concepts can be applied to the practice of marketing, including essential functions such as market segmentation, target market selection, positioning, marketing research, and decisions on promotion, price, product, and place.
Online exercises provide extensive interaction with real advertisements, consumer data, and marketing strategies; relate chapter concepts to concrete experiences from students' lives; and explore how chapter concepts can be used in the workplace.

Wayne D. Hoyer
Wayne D. Hoyer is the Jesse H. Jones Professor in the Graduate School of Business at the University of Texas at Austin. He received his Ph.D. in Consumer Psychology from Purdue University in 1980, has published extensively in various scholarly journals, and has co-authored two books on the topic of advertising miscomprehension. He currently serves on the editorial review boards of the Journal of Consumer Research, Journal of Marketing, Journal of Advertising, and the Journal of Public Policy and Marketing, and he is an active reviewer for the Journal of Marketing Research. Dr. Hoyer's research interests include consumer information processing and decision making (especially low-involvement decision making) and advertising effects (particularly miscomprehension and the impact of humor).
Deborah J. MacInnis
Deborah J. MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration at the University of Southern California. She received her Ph.D. in marketing from the University of Pittsburgh in 1986 and holds a B.S. degree in psychology from Smith College. Dr. MacInnis has published papers in various journals; is a member of the editorial review boards of the Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, and Journal of Market Focused Management; and serves as a reviewer for the Journal of Advertising and the Journal of Consumer Psychology. She is a past recipient of the Alpha Kappa Psi award, an honor awarded to the best paper published in the Journal of Marketing. She has also worked as a consultant to several major advertisers and advertising agencies, and she is currently President of the Association for Consumer Research.

Part I: AN INTRODUCTION TO CONSUMER BEHAVIOR.
1. Understanding Consumer Behavior.
Part II: THE PSYCHOLOGICAL CORE.
2. Motivation, Ability, and Opportunity.
3. Exposure, Attention, and Perception.
4. Knowledge and Understanding.
5. Attitudes and Emotion Based on High Consumer Effort.
6. Attitudes and Emotion Based on Low Consumer Effort.
7. Memory and Retrieval.
Part III: THE PROCESS OF MAKING DECISIONS.
8. Problem Recognition and Information Search.
9. Judgment and Decision Making Based on High Consumer Effort.
10. Judgment and Decision Making Based on Low Consumer Effort.
11. Post-Decision Processes.
Part IV: THE CONSUMER'S CULTURE.
12. Consumer Diversity.
13. Social Class and Household Influences.
14. Psychographics: Values, Personality, and Lifestyles.
15. Social Influences on Consumer Behavior.
Part V: CONSUMER BEHAVIOR OUTCOMES.
16. Adoption of, Resistance to, and Diffusion of Innovations.
17. Symbolic Consumer Behavior.
18. Ethics and the Dark Side of Consumer Behavior and Marketing.