Hoyer/MacInnis/Pieters' CONSUMER BEHAVIOR, 8th EDITION, draws key concepts from marketing, psychology, sociology and anthropology to present a strong foundation and highly practical focus on real-world applications to prepare students for today's global business environment. Students examine the latest research and current business practices with a focus on consumer needs and goals, emotions and emotion regulation, perceptions and consumer inferences, branding, consumer experiences, influencer marketing, social media, political ideology, generational influences and more.
Students explore controversies in consumer decision-making involving money, happiness and financial decision making, charity, health, materialism, and sustainability. Chapter updates in this edition emphasize social responsibility and ethics in marketing, scrutinizing both the dark side and constructive possibilities. Real-world examples, chapter exhibits, and application exercises provide practical relevance and help students master essential skills.
Omschrijving
Hoyer/MacInnis/Pieters' CONSUMER BEHAVIOR, 8th EDITION, draws key concepts from marketing, psychology, sociology and anthropology to present a strong foundation and highly practical focus on real-world applications to prepare students for today's global business environment. Students examine the latest research and current business practices with a focus on consumer needs and goals, emotions and emotion regulation, perceptions and consumer inferences, branding, consumer experiences, influencer marketing, social media, political ideology, generational influences and more.
Students explore controversies in consumer decision-making involving money, happiness and financial decision making, charity, health, materialism, and sustainability. Chapter updates in this edition emphasize social responsibility and ethics in marketing, scrutinizing both the dark side and constructive possibilities. Real-world examples, chapter exhibits, and application exercises provide practical relevance and help students master essential skills.
Productspecificaties
- Auteur: Wayne Hoyer (University of Texas, Austin)
- Uitgever: Cengage Learning, Inc
- Imprint: South-Western College Publishing
- Verschijningsdatum: 2023-06-27
- Aantal pagina's: 544
- ISBN: 9780357721292
- Thema: Sales and marketing
- BISAC: BUSINESS & ECONOMICS / Sales & Selling / General
Over de auteur
Wayne D. Hoyer, Ph.D., holds the James L. Bayless/William S. Farish Fund Chair for Free Enterprise in the Department of Marketing at the McCombs School of Business. He received his doctorate, Master of Science and Bachelor of Science from Purdue University. His major area of study is consumer psychology and his research interests include consumer information processing and decision making, customer relationship management and consumer brand sabotage as well as advertising information processing (including miscomprehension, humor and brand personality). Dr. Hoyer has published more than 100 articles in academic journals such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, and other marketing and psychology forums. His 1998 article on assortment perceptions (with Susan Broniarczyk…