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· 분류 : 외국도서 > 경제경영 > 소비자행동론
· ISBN : 9781119912415
· 쪽수 : 368쪽
· 출판일 : 2023-02-01
목차
Acknowledgments v
Preface vii
About the Authors xv
Part I Introduction: Consumer Behavior Insights
1 Introduction: Consumers are Key to a Company’s Success 2
2 Consumers’ Insights as Drivers of Marketing Strategies 16
3 How (and Why) to Listen to Consumers 41
Part II Consumer Buying Process
4 How Consumers Make Decisions 58
5 Post-Purchase Behavior 79
6 The Irrational Consumer: Biases and Situational Effects on Consumers’ Decision-Making 98
Part III Behind and Infront: The Scenes of the Buying Process
7 Consumer Motivation and Emotions 120
8 Consumer Personality and Self-Concept 142
9 Learning and Memory 163
10 Consumer Attitude Formation and Change 184
11 Consumers’ Perception 205
12 Consumers’ Social and Cultural Context 224
Part IV Diverse Perspectives That Comprise Us All
13 The Global Consumer 246
14 Social Media 273
15 Do Good Consumption 296
Theory Glossary G-1
keyword Glossary G-5
Index I-1
