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Essentials of consumer behavior için kapak resmi
Başlık:
Essentials of consumer behavior
Yazar:
Stephens, Debra L.. author
ISBN:
9781138791725

9781138791732

9781315762623

9781317648833
Yazar Ek Girişi:
Fiziksel Tanımlama:
220 pages ; 23 cm
İçerik:
List of Illustrations ix Acknowledgments xi PART I Introduction to Consumer Behavior 1 (70) 1 Introduction to Consumer Behavior 3 (13) 2 Consumer Research Methods 16 (13) 3 Perspectives on Products 29 (15) 4 The Consumer's Journey 44 (27) PART II Consumers Creating Meaning 71 (50) 5 Sensory Perception in a Consumption Context 73 (18) 6 Memory and Priming 91 (15) 7 Sociocultural and Interpersonal Influences on Consumer Behavior 106 (15) PART III Vulnerable Consumers 121 (58) 8 Vulnerability in Adult Consumers 123 (18) 9 Children as Consumers 141 (9) 10 Nonhuman Animals as Consumers and Consumption Objects 150 (29) PART IV The Impact of Technology and Value Shifts on Consumer Behavior 179 (34) 11 The Rise of Collaborative Consumption and the Sharing Economy 181 (22) William Barnes Greg Hill 12 Technology's Impact on Consumer Behavior 203 (10) Index 213
Özet:
The Essentials of Consumer Behavior offers an alternative to traditional textbooks for graduate students. Shorter than competing books, but no less rigorous, this book also includes unique material on vulnerable consumers and ethics not found in other books. Balancing a strong academic foundation with a practical approach, Stephens emphasizes that consumer behavior does not simply equate to buyer behavior. She examines the thoughts, feelings and behaviors that shape consumers’ attitudes and motivations in relation to brands, products, and marketing messages. The book is divided into four parts: Part I provides an overview of consumer behavior Part II explores the processes by which consumers create meaning from the messages and information they are bombarded with Part III focuses on vulnerable consumers, who are liable to be exploited by unscrupulous marketers and other consumers Part IV discusses changes in consumption practices as a result of new technology and greater emphasis on corporate social responsibility The book is supported by a rich companion website offering videos, games, surveys, quizzes, further readings and more. It will be a valuable text for any graduate student of consumer behavior, as well as any interested consumers. Show less
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Materyal Türü
Demirbaş
Yer Numarası
Durumu / Lokasyon / İade Tarihi
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Kitap EKOBKN0005507 658.8342 STE 2017
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