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Authors: Solomon Michael R. (Author)
Beyond Consumer Behavior: How Buying Habits Shape Identity Solomon’s Consumer Behavior: Buying, Having, and Being deepens the study of consumer behavior into an investigation of how having (or not having) certain products affects our lives. Solomon looks at how possessions influence how we feel about ourselves and each other, especially in the canon of social media and the digital age. In the Twelfth Edition, Solomon has revised and updated the content to reflect major marketing trends and changes that impact the study of consumer behavior. Since we are all consumers, many of the topics have both professional and personal relevance to students, making it easy to apply them outside of the classroom. The updated text is rich with up-to-the-minute discussions on a range of topics such as “advertising,” and the “Digital Self” to maintain an edge in the fluid and evolving field of consumer behavior.
Section 1 ● Foundations of Consumer Behavior 3
Chapter 1 Buying, Having, and Being: An Introduction to Consumer Behavior 4
Chapter 2 Consumer and Social Well-Being 34
Section 2 ● Internal Influences on Consumer Behavior 73
Chapter 3 Perception 74
Chapter 4 Learning and Memory 108
Chapter 5 Motivation and Affect 150
Chapter 6 The Self: Mind, Gender, and Body 178
Chapter 7 Personality, Lifestyles, and Values 220
Section 3 ● Choosing and Using Products 261
Chapter 8 Attitudes and Persuasive Communications 262
Chapter 9 Decision Making 312
Chapter 10 Buying, Using, and Disposing 358
Section 4 ● Consumers in Their Social and Cultural Settings 391
Chapter 11 Groups and Social Media 392
Chapter 12 Income and Social Class 424
Chapter 13 Subcultures 456
Chapter 14 Culture 492
I love to people-watch, don’t you? People shopping, people flirting, people consuming.
Consumer behavior is the study of people and the products that help to shape their identities. Because I’m a consumer myself, I have a selfish interest in learning more about how this process works—and so do you. In many courses, students are merely passive observers; they learn about topics that affect them indirectly, if at all. Not everyone is a plasma physicist, a medieval French scholar, or a marketing professional. But we are all consumers. Many of the topics in this book have both professional and personal relevance to the reader, regardless of whether he or she is a student, professor, or businessperson. Nearly everyone can relate to the trials and tribulations of last-minute shopping; primping for a big night out; agonizing over an expensive purchase; fantasizing about a week in the Caribbean; celebrating a holiday or commemorating a landmark event, such as graduating or getting a driver’s license; or (dreaming about) winning the lottery.
In this edition, I have tried to introduce you to the latest and best thinking by some bright scientists who develop models and studies of consumer behavior. But that’s not enough. Consumer behavior is an applied science, so we must never lose sight of the role of “horse sense” when we apply our findings to life in the real world. That’s why you’ll find a lot of practical examples to back up these fancy theories.
What Makes This Book Different:
Buying, Having, and Being
As this book’s subtitle suggests, my vision of consumer behavior goes well beyond studying the act of buying—having and being are just as important, if not more so. Consumer behavior is more than buying things; it also embraces the study of how having (or not having) things affects our lives and how our possessions influence the way we feel about ourselves and about each other—our state of being. I developed the wheel of consumer behavior that appears at the beginning of text sections to underscore the complex—and often inseparable interrelationships between the individual consumer and his or
her social realities.
In addition to understanding why people buy things, we also try to appreciate how products, services, and consumption activities contribute to the broader social world we experience. Whether we shop, cook, clean, play basketball, hang out at the beach, or even look at ourselves in the mirror, the marketing system touches our lives. As if these experiences aren’t complex enough, the task of understanding the consumer increases when we take a multicultural perspective.
We’ll explore these ideas with intriguing and current examples as we show how the consumer behavior discipline relates to your daily life.
Throughout the twelfth edition, you’ll find up-to-the-minute discussions of topics such as advertising, marketing, the imbibing idiot basis, swatting, and swishing. If you can’t identify all of these terms, I can suggest a textbook that you should read immediately!