Synopsis
Research in Consumer Behavior by Kent B. Monroe offers a fresh perspective on how consumers make decisions in the marketplace. This volume delves into the psychological and sociological factors that influence purchasing behavior, exploring topics such as price perception, the role of advertising, and the impact of social influence on buying patterns. Monroe combines decades of research with real-world applications, providing actionable insights for marketing professionals and scholars alike. This book is more than a study of consumer behavior—it’s a roadmap for understanding the intricate dynamics of how and why people buy. Each chapter unveils groundbreaking findings, supported by case studies and empirical data, making it an indispensable resource for those aiming to master the art of consumer engagement. Whether you’re a marketer, academic, or student, Research in Consumer Behavior equips you with the knowledge to anticipate consumer needs, adapt strategies, and foster meaningful customer relationships in today’s competitive market.
About the Authors
Kent B. Monroe is the J.M. Jones Distinguished Professor of Marketing Emeritus, University of Illinois at Urbana-Champaign, USA, and Distinguished Visiting Scholar, University of Richmond, Virginia, USA. Professor Monroe has pioneered research on the information value of price. He has authored Pricing: Making Profitable Decisions, 3rd ed. (2003; Chinese edition 2005). He has presented papers before various international associations in Asia, Europe, and North America. His research has been published in the Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, Management Science, Journal of the Academy of Marketing Science, Journal of Retailing, and other journals. He chaired the American Marketing Association’s Development of Marketing Thought Task Force (1984–88) and was the editor of the Journal of Consumer Research (1991–93). He is a Fellow of the Decision Sciences Institute and of the Association for Consumer Research. He served as the first editor of Pricing Practice and Strategy (1993–2003). Among his many awards and recognitions are “Pricer of the Year” by the Pricing Institute (April 1999); recognition for contributions to behavioral pricing research by the Pricing Center, Fordham University (October 2000); Marketing Pioneer Award for lifetime contributions to the development of pricing theory in marketing (April 2002); the American Marketing Association/Irwin/McGraw-Hill Distinguished Marketing Educator Award (February 2005); and the Converse award for contributions to marketing knowledge (April 2008). He has conducted executive training programs for business firms, non-profit organizations, and universities in North and South America, Europe, Asia, Australia, and Africa. He regularly conducts a pricing certification workshop for the Professional Pricing Society in the United States.
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