Consumer Behavior
7th Edition
Published on 16. May 2004
Book
Hardback
608 pages
978-0-07-286487-8 (ISBN)
Description
This book is a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book.
More details
Edition
7th edition
Language
English
Place of publication
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Dimensions
Height: 262 mm
Width: 201 mm
Thickness: 32 mm
Weight
1247 gr
ISBN-13
978-0-07-286487-8 (9780072864878)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Previous edition
J. Paul Peter | Jerry C. Olson
Consumer Behavior
Book
08/2001
6th Edition
McGraw-Hill Publishing Co.
€138.64
Article exhausted; check for reprint
Persons
J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison. He has won many awards for his contributions through research, textbooks, and education.
The Earl P. Strong Executive Education Professor of Marketing at Pennsylvania State University. He joined Penn Sate in 1971 after receiving his Ph.D. in consumer psychology from Purdue University. At Penn State, he has taught Consumer Behavior, Marketing Management, Advertising and Promotion Management, Research Methods, and Marketing Theory.
The Earl P. Strong Executive Education Professor of Marketing at Pennsylvania State University. He joined Penn Sate in 1971 after receiving his Ph.D. in consumer psychology from Purdue University. At Penn State, he has taught Consumer Behavior, Marketing Management, Advertising and Promotion Management, Research Methods, and Marketing Theory.
Content
Section 1A Perspective on Consumer BehaviorChapter 1Introduction to Consumer Behavior and Marketing StrategyChapter 2A Framework for Consumer AnalysisSection 2Affect and Cognition and Marketing StrategyChapter 3Introduction to Affect and CognitionChapter 4Consumers' Product Knowledge and InvolvementChapter 5Attention and ComprehensionChapter 6Attitudes and IntentionsChapter 7Consumer Decision MakingSection 3Behavior and Marketing StrategyChapter 8Introduction to BehaviorChapter 9Conditioning and Learning ProcessesChapter 10Influencing Consumer BehaviorsSection 4The Environment and Marketing StrategyChapter 11Introduction to the EnvironmentChapter 12Cultural and Cross-Cultural InfluencesChapter 13Subculture and Social ClassChapter 14Reference Groups and FamilySection 5Consumer Behavior and Marketing StrategyChapter 15Market Segmentation and Product PositioningChapter 16Consumer Behavior and Product StrategyChapter 17Consumer Behavior and Promotion StrategyChapter 18Consumer Behavior and Pricing StrategyChapter 19Consumer Behavior, Electronic Commerce, and Channel Strategy