Consumer Behavior

• By (author) Michael R. Solomon
• By (author) M.R. Solomon

Brief Description

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.

For consumer behavior courses.

Beyond consumer behavior: How buying habits shape identity

A #1 best-selling text for consumer behavior courses, Solomon’s Consumer Behavior: Buying, Having, and Being covers what happens before, during, and after the point of purchase. It investigates how having (or not having) certain products affects our lives; specifically, how these items influence how we feel about ourselves and each other, especially in the canon of social media and the digital age. In the 13th Edition, up-to-date content reflects major marketing trends and changes that impact the study of consumer behavior. Since we are all consumers, many of the topics have both professional and personal relevance to students. This makes it easy to apply the theory outside of the classroom and maintain an edge in the fluid and evolving field of consumer behavior.

Pearson MyLab Marketing is not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

Reach every student by pairing this text with Pearson MyLab Marketing

MyLab™ is the teaching and learning platform that empowers you to reach every student. By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student.

Features

Top-notch coverage of new trends in consumer behavior

·    Updated - The latest examples and trending terms, including the “internet of things,” “product curators,” and “dadchelor parties,” are incorporated throughout the text. Chapter openers center around practical social media use and other consumer behavior applications that students currently engage in.

·    Marketing Pitfall boxes provide examples of companies that have handled their marketing strategy ineffectively, helping students to see how relevant consumer behavior strategy comes into play.

·    Updated - Examples, cases, and research studies in this edition have been updated to better address the rapidly changing trends in consumer behavior.

·    CB As I See It sections in Pearson MyLab Marketing feature prominent consumer behavior researchers who share their current work with students.

Relevant research turns concepts into applications you can use today

Throughout the text, there are multiple examples of existing and ongoing research that marketers are challenged with today. The features below help students learn how this research can be utilized to make decisions, capitalize on opportunities, and more clearly connect the decisions companies made to the success or failure of the company.

·    Updated - Marketing Opportunity boxes highlight the fascinating ways in which organizations have capitalized on a marketing opportunity to generate large profits in a way that hasn’t been done before.

·    Each chapter concludes with a Consumer Behavior Challenge, which presents students with real-world problems that marketers are trying to solve today. Students can work individually, in groups, or in a class discussion to talk through possible solutions to these challenges.

·    Updated - End-of-Chapter Case Studies examine companies across the globe, helping students to see the practical applications of consumer behavior. Half of these Case Studies are new or very significantly revised from the previous edition.

·    Updated - 4 End-of-Section Data Assignments include real data sets from market research company, GfK, and tie together concepts across the chapters in each section. These assignments ask students to work with these data sets to analyze consumer behavior and make strategic marketing decisions.

A conversational, lively writing style makes students want to actually read the book

·    Solomon is an active consumer behavior instructor and researcher who brings in current, relevant examples, and speaks to today’s students as he does in his classroom at Saint Joseph’s University in Philadelphia, PA.

·    By referencing the ways in which students are currently creating user generated content and reviews, this text offers realistic, and often humorous examples including the suggestion to rate his or her consumer behavior course highly on ratemyprofessor.com and recapping the latest Bachelor episodes online.

·    Solomon references brands that students know and love (e.g., L’Oreal Paris, KitKat, Lush, KonMari, etc.), which helps them to be engaged in reading about consumer behavior.

·    The text’s organization further enhances student learning. Chapter-Opening Objectives provide an overview of the key issues to be covered in the chapter. End-of-Chapter Summaries, organized around these objectives, help students study key issues and understand the material they’ve just read.

Pearson MyLab™ Marketing is not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

·    Teach your course your way: Your course is unique. So, whether you’d like to build your own assignments, teach multiple sections, or set prerequisites, MyLab gives you the flexibility to easily create your course to fit your needs.

o   Marketing Metrics Assignments let your students practice their marketing metrics and analytics skills, improving their understanding of the quantitative aspects of marketing.

o   Choose from a variety of engaging Videos that explore multiple business topics related to the theory students are learning in class.

o   New - Pearson eText is a simple-to-use, mobile-optimized, personalized reading experience available within MyLab. It lets students highlight, take notes, and review key vocabulary all in one place — even when offline. Seamlessly integrated videos and other rich media engage students and give them access to the help they need, when they need it. Educators can easily share their own notes with students so they see the connection between their eText and what they learn in class.

·    Empower each learner: Each student learns at a different pace. Personalized learning pinpoints the precise areas where each student needs practice, giving all students the support they need — when and where they need it — to be successful.

o   The Study Plan gives students personalized recommendations, practice opportunities, and learning aids to help them stay on track.

o   New - Dynamic Study Modules use the latest developments in cognitive science and help students study chapter topics by adapting to their performance in real time.

·    Deliver trusted content: You deserve teaching materials that meet your own high standards for your course. That’s why we partner with highly respected authors to develop interactive content and course-specific resources that you can trust — and that keep your students engaged.

·    Improve student results: When you teach with MyLab, student performance often improves. That’s why instructors have chosen MyLab for over 15 years, touching the lives of over 50 million students.

New to this Edition

Top-notch coverage of new trends in consumer behavior

·    The latest examples and trending terms, including the “internet of things,” “product curators,” and “dadchelor parties,” are incorporated throughout the text. Chapter openers center around practical social media use and other consumer behavior applications that students currently engage in.

·    Examples, cases, and research studies in this edition have been updated to better address the rapidly changing trends in consumer behavior.

Relevant research turns concepts into applications you can use today

·    Marketing Opportunity boxes highlight the fascinating ways in which organizations have capitalized on a marketing opportunity to generate large profits in a way that hasn’t been done before.

·    End-of-Chapter Case Studies examine companies across the globe, helping students to see the practical applications of consumer behavior. Half of these Case Studies are new or very significantly revised from the previous edition.

·    4 End-of-Section Data Assignments include real data sets from market research company, GfK, and tie together concepts across the chapters in each section. These assignments ask students to work with these data sets to analyze consumer behavior and make strategic marketing decisions.

MyLab™ Marketing is not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

·    Pearson eText is a simple-to-use, mobile-optimized, personalized reading experience available within MyLab. It lets students highlight, take notes, and review key vocabulary all in one place — even when offline. Seamlessly integrated videos and other rich media engage students and give them access to the help they need, when they need it. Educators can easily share their own notes with students so they see the connection between their eText and what they learn in class.

·    Dynamic Study Modules use the latest developments in cognitive science and help students study chapter topics by adapting to their performance in real time.