Consumer Behavior: Buying, Having, and Being (5th Edition)

This book explores the many facets of consumer behavior. Its current coverage and engaging writing style reflect the latest research and hip trends. Chapter topics look at consumers as individuals and decision-makers, income and social class, various subcultures, and cultural influences on consumer behavior. This edition expands its focus on online consumer behavior and contains new topics such as virtual communities, virtual marketing, e-commerce For individuals with an interest in the attitudes and activities of today's buyer in the marketplace.

Michael R. Solomon, Ph.D., is Human Sciences Professor of Consumer Behavior in the Department of Consumer Affairs, College of Human Sciences, at Auburn University. Prior to joining Auburn in 1995, he was Chairman of the Department of Marketing in the School of Business at Rutgers University, New Brunswick, New Jersey. He earned B.A. degrees in Psychology and Sociology magna cum laude at Brandeis University in 1977, and a Ph.D. in Social Psychology at the University of North Carolina at Chapel Hill in 1981. He received the Cutty Sark Men's Fashion Award for his research on the psychological aspects of clothing. In 1996 he was awarded the Fulbright/FLAD Chair in Market Globalization by the U.S. Fulbright Commission and the Government of Portugal.

Prof. Solomon's primary research interests include consumer behavior and lifestyle issues, online research methodologies, the symbolic aspects of products, the psychology of fashion, decoration, and image, and services marketing. He has published numerous articles on these and related topics in academic journals, and he has delivered invited lectures on these subjects in the United Kingdom, Scandinavia, Australia, and Latin America. His research has been funded by the American Academy of Advertising, the American Marketing Association, the U.S. Department of Agriculture, and the U.S. Department of Commerce. He currently sits on the editorial boards of the Journal of Consumer Behaviour and the Journal of Retailing, and he serves on the Board of Governors of the Academy of Marketing Science. Prof. Solomon was ranked as one of the fifteen most widely cited scholars in the academic behavioral sciences/fashion literature, and as one of the ten most productive researchers in the field of advertising and marketing communications.

In addition to his academic activities, Prof. Solomon is a frequent contributor to mass media. His feature articles have appeared in such magazines as Psychology Today, Gentleman's Quarterly, and Savvy. He has been quoted in numerous national magazines and newspapers, including Allure, Elle, Glamour, Mademoiselle, Mirabella, Newsweek, The New York Times, Self, USA Today, and The Wall Street Journal. He has been interviewed numerous times on radio and television, including appearances on Today, Good Morning America, CNBC, Channel One, Inside Edition, Newsweek on the Air, and National Public Radio. Prof. Solomon serves as an advisor to numerous companies on issues related to consumer behavior, services marketing, retailing, and advertising. He frequently addresses business groups on strategic issues related to consumer behavior. Prof. Solomon currently lives in Auburn, Alabama, with his wife, Gail, their three children, Amanda, Zachary, and Alexandra—and Chloe, their golden retriever.