Consumer Behavior

Active field researchers and award-winning teachers, Hoyer and MacInnis provide undergraduate students with an accessible and highly topical introduction to consumer behavior. A broad conceptual model of consumer behavior helps student to see how all chapter topics tie together, and real-world examples reinforce each concept and theoretical principle under review. The text also offers a strong marketing perspective, focusing on the implications of consumer behavior research for marketers. Updated to reflect the most recent research and examples, the Third Edition has been carefully revised to help further increase students' interest and understanding of the material.

• New! A casebook featuring approximately 16–20 consumer behavior cases can be packaged with new copies of the Third Edition, providing students a chance to practice applying what they learn.
• New! End-of-chapter discussion questions ask students to recall, analyze, and apply key concepts to real-world situations.
• Introductory cases appear at the beginning of every chapter and preview key points using anecdotes from the real business world.
• Marketing Implications sections illustrate how consumer behavior influences marketing, including the promotion, pricing, and placement of products, as well as market segmentation and market research.
• Exercises provide extensive interaction with real advertisements and actual marketing strategies to connect chapter concepts to concrete experiences from students' lives.
• International examples appear in every chapter, demonstrating how concepts can be generalized and applied to other cultures with the same, or in some cases different, results.
• Compelling chapter topics include the symbolic significance of products, public policy issues, deviant consumer behaviors (such as stealing or compulsive gambling), and the negative effects of advertising.

Wayne D. Hoyer holds the James L. Bayless/William S. Farish Fund Chair for Free Enterprise and is Chairman of the Department of Marketing. He received his Ph.D., M.S., and B.S. from Purdue University. His major area of study is consumer psychology and his research interests include consumer information processing and decision making, customer relationship management and new product development, and advertising information processing (including miscomprehension, humor, and brand personality). Dr. Hoyer has published over 100 articles in academic journals such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, and other marketing and psychology forums. His 1998 article on assortment perceptions (with Susan Broniarczyk and Leigh McAlister) won the 2003 O'Dell Award from the American Marketing Association.