Marieke de Mooij answers the fundamental questions about consumption in this new edition, using her own model of consumer behavior that integrates culture in the self, in personality and in people’s relationships with others.

This work shows how the various elements of consumer analysis fit together in an integrated framework, called the Wheel of Consumer Analysis. Psychological, social and behavioural theories are shown as useful for understanding consumers and developing more effective marketing strategies. The aim is to enable students to develop skills in analyzing consumers from a marketing management perspective and in using this knowledge to develop and evaluate marketing strategies. The text identifies three groups of concepts - affect and cognition, behaviour and the environment - and shows how these they influence each other as well as marketing strategy. The focus of the text is managerial, with a distinctive emphasis on strategic issues and problems. Cases and questions are included in each chapter.

Consumer Behavior, 9/e, by Hawkins, Best, & Coney offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. The new edition features current and exciting examples that are tied into global and technology consumer behavior issues and trends, a solid foundation in marketing strategy, integrated coverage of ethical/social issues and outlines the consumer decision process. This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the foundation to understanding consumer behavior which will make them better consumers and better marketers.

In this groundbreaking book Phil Barden reveals what decision science explains about people’s purchase behaviour, and specifically demonstrates its value to marketing. He shares the latest research on the motivations behind consumers’ choices and what happens in the human brain as buyers make their decisions. He deciphers the ‘secret codes’ of products, services and brands to explain why people buy them. And finally he shows how to apply this knowledge in day to day marketing to great effect by dramatically improving key factors such as relevance, differentiation and credibility. Shows how the latest insights from the fields of Behavioural Economics, psychology and neuro-economics explain why we buy what we buy Offers a pragmatic framework and guidelines for day-to-day marketing practice on how to employ this knowledge for more effective brand management - from strategy to implementation and NPD. The first book to apply Daniel Kahneman’s Nobel Prize-winning work to marketing and advertising Packed with case studies, this is a must-read for marketers, advertising professionals, web designers, R&D managers, industrial designers, graphic designers in fact anyone whose role or interest focuses on the ‘why’ behind consumer behaviour. Foreword by Rory Sutherland, Executive Creative Director and Vice-Chairman, OgilvyOne London and Vice-Chairman,Ogilvy Group UK Full colour throughout

The Second Edition of this popular text brings up-to-date Marieke de Mooij’s important analysis of the impact of culture on consumer behavior worldwide. The author shows how it is increasingly vital for marketing students—tomorrow’s marketing professionals—to understand the limits of consistent brand identities and universal advertising campaigns. Consumer behavior is not converging across countries, and therefore it is of even greater importance to understand, and be able to respond to, differences in behavior. This edition offers a new chapter, Chapter 7, on culture, communication, and media behavior that extends the prior edition’s discussion on communication theories and advertising styles to cover differences in media usage worldwide, particularly the use of the Internet.

Learn to: Understand how consumers make purchase decisions Develop more effective marketing campaigns Speak directly to your customers' needs Gain customer loyalty in a competitive marketplace Get into the minds of consumers and increase your revenue! Want to better understand why consumers think and act the way they do? This practical guide gives you the tools to identify the influences that affect their purchasing behavior. It also shows you how to apply that knowledge as you develop a marketing strategy that speaks directly to their needs. You'll see how to capture their attention, motivate them to purchase your products and services, earn their loyalty, and much more. Why do they buy? understand the decision-making process consumers go through when considering a purchase Apply behavior to marketing learn the 4Ps of marketing and how consumer behavior plays a role in each Gain a deeper understanding of the individual consumer gauge a consumer's motivation, emotions, perception, and attitude and use them to predict and change buying intentions Explore external influences on customers from cultures to family life cycles to household structures and social groups, see how purchasing patterns are affected Craft your marketing strategy use consumer knowledge to delve into market research, identify key segments, and launch into untapped markets Implement your plan create powerful positioning strategies and reach customers where they're at with a message that motivates them Open the book and find: Actionable, real-world insight and advice Tips to help you lead consumers from attention to action Research techniques and marketing tips How self-concepts and lifestyle change consumer behavior Methods for cultivating repeat business and loyalty Ways to protect against consumer misbehavior Advice on encouraging new product adoption Ten ways to enhance customer satisfaction

This text takes a strategic approach to consumer behavior; that is, once you know how consumers behave and react, what do you do about it? New to this edition is a much needed balance between the strategic approach and consumer rights and social implications.