Consumer Behavior

This book illustrates the real behavior of everyday consumers and shows how marketers, consumer activists, and public officials influence that behavior. It is organized around an underlying framework that reflects the way marketers look at consumers.

Designed to develop the skills students need to become more effective marketers by emphasizing the behavior of actual consumers and then demonstrating how marketers, consumer activists and public officials influence that behavior. The text is organized around a unique framework describing macro-level and micro-level issues. Skill-Building Activities ask students to respond to hypothetical situations or go into their communities to take on projects and assignments related to textual concepts. Self-tests provide a built-in study guide to help students prepare for exams.