In many courses,students are merely passive observers learning about topics that affect them indirectly,if at all.Not everyone is a plasma physicist,a medieval French scholar,or a marketing professional.But we are all consumers.Many of the topics in this book have both ptofessional and personal relevance to the reader,whether he or she is a student,professor,or businessperson.Nearly everyone can relate to the trials and tribulations associated with last-minute shopping,primping for a big night out,agonizing over an expensive purchase decision, fantasizing about a week in the Caribbean,celebrating a holiday,or commemorating a land mark event,such as a graduation,getting a driver's license,or (dreaming about) winning the lottery.
In this edition,I have tried to introduce you to the latest and best thinking by some very bright scientists who develop models and studies of consumer behavior. But,that's not enough. Consumer behavior is an appllied sciencer,so we must never lose sight of the role of "horse sense" when we try to apply our findings to life in the real world.That's why you'll find a lot of practical examples to back up these fancy theories.
Section 1: Consumers In The Marketplace 3
Chapter 1 Consumers Rule 4
Section 2: Consumers As Individuals
Chapter 2 Perception
Chapter 3 Learning and Memory
Chapter 4 Motivation and Values
Chapter 5 The Self
Chapter 6 Personallity and Lifestyles
Chapter 7 Attitudes
Chapter 8 Attitude Change and Interactive Communications
Section 3: Consumers As Decision Makers
Chapter 9 Individual Decsion Making
Chapter 10 Buying and Deisposing
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