Hoyer/MacInnis/Pieters' Consumer Behavior, 8th Edition is an authoritative textbook that integrates insights from marketing, psychology, sociology, and anthropology. This book is designed for students preparing for a dynamic, global business environment and covers current theories and practical approaches to consumer behavior.
The content focuses on consumer needs, emotions, perception, branding, social media, and the influence of demographic factors. It also covers controversies such as financial decision-making, sustainability, and ethics in marketing. Each chapter is enhanced with up-to-date examples and practical applications that are essential for developing knowledge and skills.
Product specifications
- Author: Wayne Hoyer (University of Texas, Austin)
- Publisher: Cengage Learning, Inc
- Imprint: South-Western College Publishing
- Publication date: 2023-06-27
- Number of pages: 544
- ISBN: 9780357721292
- Theme: Sales and marketing
- BISAC: BUSINESS & ECONOMICS / Sales & Selling / General
About the author
Wayne D. Hoyer, Ph.D., is a professor of marketing at the McCombs School of Business, specializing in consumer psychology. His research focuses on consumer information, decision-making, and brand perception. Dr. Hoyer has published more than one hundred articles in leading marketing and behavioral science journals.