Consumer Behavior

by Donavan, Minor, Mowen

ISBN: 978-0-9971171-1-0 | Copyright 2016

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Managerial Applications

The key element that sets this book apart from other consumer behavior books is the use of learning objectives in the form of managerial questions.  As the first thing the reader sees in each chapter, these questions serve as the framework for the concepts that follow. The questions tackle issues that are commonly faced by marketing managers and/or public policy officials. In the process of answering the questions, the book provides students with the fundamental concepts necessary to understand the factors that influence consumer behavior. 

Other consumer behavior textbooks do little to address managerial applications, place the applications at the end of each chapter, or locate them in stand-alone chapters. Instead, we use the questions at beginning of each chapter to place the managerial issues up front, and use them to guide the organization of the chapters.

The short case at the beginning of each chapter also serves to illustrate the application of the concepts that follow.

And to reinforce that managerial perspective throughout each chapter, we placed margin notes that call out and state Managerial Principles where ever they appear in the main body of the text.

Consumer Neuroscience

The concept and application of neuroscience in consumer behavior is significant. So much so that we’ve devoted an entire chapter to the subject.  The chapter starts with the fundamentals of science and biology on which consumer neuroscience is based.  From that foundation, the chapter introduces the applications of neuroscience in consumer behavior, as well as the implications and ethics of applying it.

Social Media

Every chapter includes boxed readings that highlight examples of the role of social media in consumer behavior and marketing.


Importantly, while the pedagogical approach is new, we retain a proven-effective chapter organization. The cover design reflects it. The "person" in the middle of each circle represents the individual consumer and the    consumption choice he/she makes.  This is what we cover in roughly the first half of the book.  The outer circle represents the external influences (store atmospherics,  family and peer influences, situational factors, demographics and lifestyle) that affect our decisions.  This is, more or less, the overall theme of the second part of the book.

Expand/Collapse All
Cover (pg. i)
Preface (pg. v)
Table of Contents (pg. vii)
Chapter 1: Introduction to Consumer Behavior (pg. 1)
Chapter 2: Consumer Behavior and Developing Marketing Strategy (pg. 23)
Chapter 3: Information Processing: Perceptual Processes (pg. 51)
Chapter 4: Information Processing: Memory and Consumer Knowledge (pg. 83)
Chapter 5: Motivation and Behavioral Learning (pg. 111)
Chapter 6: Individual Differences: Personality, Self-Concept, and Psychographics (pg. 141)
Chapter 7: Belief, Attitude, and Behavior Formation and Change (pg. 169)
Chapter 8: Persuasive Communications (pg. 201)
Chapter 9: Consumer Decision Processes (pg. 231)
Chapter 10: Loyalty and Satisfaction (pg. 269)
Chapter 11: Situational Influences (pg. 303)
Chapter 12: Social Influences: Group, Dyadic, and Diffusion Processes (pg. 329)
Chapter 13: Pop Culture (pg. 361)
Chapter 14: Subcultures and Demographics (pg. 387)
Chapter 15: Consumer Neuroscience (pg. 415)
Chapter 16: The Dark Side of Consumer Behavior (pg. 435)
Index (pg. 455)
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