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Consumer behavior : Buying, having, and being 11 ed
I love to people-watch, don?t you? People shopping, people flirting, people consuming. Consumer behavior is the study of people and the products that help to shape their identities. Because I?m a consumer myself, I have a selfish interest in learning more about how this process works?and so do you. In many courses, students are merely passive observers; they learn 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 professional and personal relevance to the reader, regardless of whether he or she is a student, professor, or businessperson. Nearly everyone can relate to the trials and tribulations of last-minute shopping; primping for a big night out; agonizing over an expensive purchase; fantasizing about a week in the Caribbean; celebrating a holiday or commemorating a landmark event, such as graduating or 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 bright scientists who develop models and studies of consumer behavior. But that?s not enough. Consumer behavior is an applied science, so we must never lose sight of the role of ?horse sense? when we 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. What Makes This Book Different: Buying, Having, and Being As this book?s subtitle suggests, my vision of consumer behavior goes well beyond studying the act of buying?having and being are just as important, if not more so. Consumer behavior is more than buying things; it also embraces the study of how having (or not having) things affects our lives and how our possessions influence the way we feel about ourselves and about each other?our state of being. I developed the wheel of consumer behavior that appears at the beginning of text sections to underscore the complex?and often inseparable?- interrelationships between the individual consumer and his or her social realities. In addition to understanding why people buy things, we also try to appreciate how products, services, and consumption activities contribute to the broader social world we experience. Whether we shop, cook, clean, play basketball, hang out at the beach, or even look at ourselves in the mirror, the marketing system touches our lives. As if these experiences aren?t complex enough, the task of understanding the consumer increases when we take a multicultural perspective. C O N S U M E R B E H A V I O R P gni s U dna udor st c Soc ai l na C d tl u ar u eSl gnitt s 4: oC sn mu sr e T ni ri eh ni soohC: 3 g of 1 Consumer Behavior : Foundations o n Consumer Behavior 2: Internal Inuences PrefACe 15 We?ll explore these ideas with intriguing and current examples as we show how the consumer behavior discipline relates to your daily life. Throughout the twelfth edition, you?ll find up-to-the-minute discussions of topics such as dadvertising, meerkating, the imbibing idiot basis, swatting, and swishing. If you can?t identify all of these terms, I can suggest a textbook that you should read immediately! Going Global The U.S. experience is important, but it?s far from the whole story. This book also considers the many other consumers around the world whose diverse experiences with buying, having, and being we must understand. That?s why you?ll find numerous examples of marketing and consumer practices relating to consumers and companies outside the United States throughout the book. If we didn?t know it before the tragic events of September 11, 2001, we certainly know it now: Americans also are global citizens, and it?s vital that we all appreciate others? perspectives.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| Tan 658. 8 Sol c ( 11ed ) | PSB lt.dasar - Pascasarjana | 4 |
| Penerbit | Boston Pearson., 2015 |
|---|---|
| Edisi | - |
| Subjek | - |
| ISBN/ISSN | 9781292017419 |
| Klasifikasi | NONE |
| Deskripsi Fisik | , 604 p. : ill. ; 26 cm. |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |