Consumer Behavior

Ideal for marketing, psychology, or social sciences courses at the undergraduate or graduate level, CONSUMER BEHAVIOR combines a strong foundation in key concepts 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.

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 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.