Essentials of Consumer Behavior

Essentials of Consumer Behavior

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Essentials of Consumer Behavior offers an alternative to traditional textbooks for graduate students. Shorter than competing books, but no less rigorous, it includes unique material on vulnerable consumers and ethics. 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 consumersa€™ attitudes and motivations in relation to brands, products, and marketing messages. Providing a concise guide to the discipline, the author covers key themes such as vulnerable consumers, new technologies, and collaborative consumption. The book is supported by a rich companion website offering links to videos and podcasts, surveys, quizzes, further readings, and more. It will be a valuable text for any graduate student of consumer behavior or marketing, as well as any interested consumers.My friend Barb does like her Sony Vaio laptop, though. ... I would understand if I had an unpopular phone service but Verizon is one of the biggest and the fact that sony has not tried to make it compatible with them is a very disappointinganbsp;...

Title:Essentials of Consumer Behavior
Author: Debra L. Stephens
Publisher:Taylor & Francis - 2016-10-26

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