Consumer Behavior, Global Edition

Consumer Behavior: Buying, Having, and Being, Global Edition covers the processes involved in selecting, purchasing, using, and disposing of products, services, ideas, or experiences. It investigates the factors that affect consumption choices in the digital age, with a new co-author and revised content to enhance its flow, focus, intentionality, freshness, and attention to practice.

Format: Paperback / softback
Length: 544 pages
Publication date: 04 December 2023
Publisher: Pearson Education Limited

Consumer behavior encompasses a wide range of activities related to the selection, purchase, use, and disposal of products, services, ideas, or experiences. It delves into the intricate factors that influence our consumption choices, both consciously and unconsciously, particularly in the context of the social media era and the digital age. As consumers, we all engage in these behaviors, making the topics relevant to both our professional and personal lives.

The 14th Edition of Consumer Behavior, featuring a new co-author, Cristel Antonia Russell, has undergone a significant revision to enhance its flow, focus, intentionality, freshness, and attention to practice. This edition aims to provide a comprehensive and up-to-date understanding of consumer behavior, making it an invaluable resource for students, professionals, and anyone interested in the field.

One of the key aspects of consumer behavior is the influence of social media and digital technology on our consumption patterns. The rise of social media platforms has created new opportunities for marketing and advertising, but it has also led to the emergence of new challenges and complexities. Consumers are now exposed to a vast array of products and services, and they have access to a wealth of information and reviews at their fingertips. This has led to a greater emphasis on consumer empowerment and the need for businesses to understand the preferences and behaviors of their target consumers.

Another important aspect of consumer behavior is the role of emotions and values in shaping our consumption decisions. We are often influenced by the emotions we experience when we encounter products or services, and these emotions can have a significant impact on our purchasing behavior. For example, we may purchase a product because it makes us feel happy or confident, or we may avoid a product because it elicits negative emotions such as fear or guilt. Values also play a crucial role in consumer behavior, as they guide our decisions about what is important to us and what we prioritize. For example, consumers who value sustainability may choose to purchase products from companies that prioritize environmental responsibility.

Consumer behavior also encompasses the process of decision-making, which involves evaluating different options and selecting the one that best meets our needs and preferences. This process can be influenced by a variety of factors, including personal characteristics, cultural norms, and social influences. For example, individuals who are influenced by their peers may be more likely to purchase products that are popular among their social group.

Consumer behavior also extends to the post-purchase experience, which involves the evaluation and satisfaction with a product or service after it has been purchased. This experience can be influenced by a range of factors, including customer service, product quality, and brand reputation. For example, consumers who have a positive post-purchase experience may be more likely to recommend a product to others, and they may be more likely to purchase from the same company in the future.

In conclusion, consumer behavior is a complex and multifaceted field that encompasses a wide range of activities related to the selection, purchase, use, and disposal of products, services, ideas, or experiences. It is influenced by a variety of factors, including social media and digital technology, emotions and values, decision-making processes, and post-purchase experiences. Understanding consumer behavior is essential for businesses and marketers to succeed in today's competitive market. By studying consumer behavior, we can gain insights into the preferences and behaviors of our target consumers, and develop strategies that are tailored to their needs and preferences.

ISBN-13: 9781292452340
Edition number: 14 ed