Consumer Behavior, 9/e, by Hawkins, Best, & Coney offers balanced coverage of
consumer behavior including the psychological, social, and managerial implications. The
new edition features current and exciting examples that are tied into global and
technology consumer behavior issues and trends, a solid foundation in marketing strategy,
integrated coverage of ethical/social issues and outlines the consumer decision process.
This text is known for its ability to link topics back to marketing decision-making and
strategic planning which gives students the foundation to understanding consumer behavior
which will make them better consumers and better marketers.
New Cases: New cases in this edition highlighting the most current trends and
development in consumer behavior include Crest Rejuvenating Effects, Skoda's UK Turnaround
Attempt, McDonald's Social Responsibility Report, The Mosquito Magnet, Levi's Blues,
Hardiplank's Pull Strategy, National Campaign to Prevent Teen Pregnancy, Supermarket
Shopping in Europe, General Motors Electric Vehicle-EV, Vespa Boutique, Encouraging the
Early Detection of Diseases, and Safer Cigarettes? The cases generate classroom
discussion, help students apply what they?ve learned from the chapter materials and show
consumer behavior in practice.
More Global Examples: This edition has more global examples throughout the text and
several of the cases are devoted to global issues to give students a balanced look at
consumer behavior here and abroad and to analyze similarities and differences between US
and global markets.
Increased Internet Integration: Examples of the Internet and its impact on consumer
behavior have been increased throughout the text. The impact the Internet has on buyer
behavior is especially significant and is explored this in detail through current,
relevant examples to illustrate its power and importance in the consumer behavior realm.
DDB Needham Lifestyle Data Analyses: Each relevant chapter poses a series of questions
that require students to analyze data from the annual DDB Needham Lifestyle survey. These
data are available in spreadsheet format on the disk that accompanies this text. These
exercises increase students? data analysis skills as well as their understanding of
consumer behavior.
Opening Vignettes- Each chapter begins with a practical example that introduces the
material in the chapter. These involve situations in which businesses, government units,
or nonprofit organizations have used or misused consumer behavior principles.
Consumer Insights- These boxed discussions provide an in-depth look at a particularly
interesting consumer study or marketing practice. Each has several questions with it that
are designed to encourage critical thinking by the students.
Consumer Insights: These boxes are in each chapter and illustrate an interesting consumer
behavior example that brings CB to life and asks the student to think critically about the
issue and solve the problem.
Integrated Coverage Ethical/Social Issues: Marketers face numerous ethical issues as they
apply their understanding of consumer behavior in the marketplace. The authors describe
and discuss many of these issues. In addition, Chapter 20 is devoted to the consumerism
movement and the regulation of marketing practice. Several of the cases are also focused
on ethical or regulatory issues, including all of the cases following Part Six.
International Examples: As with past editions, the authors always include a solid balance
of international examples throughout, specifically in Chapter 2, and in several of the
cases. These examples give the students an opportunity to see how cultures impact consumer
behavior.
Internet Exercises: The Internet is a major source of data on consumer behavior and an
excellent way for marketers to use their knowledge of consumer behavior to influence
consumers. A section at the end of each chapter has Internet assignments. These serve two
purposes: to teach students how to use the Internet as a research tool to learn about
consumers and consumer behavior and to enhance students? understanding of how marketers
are approaching consumers using this medium.
Opening Vignettes: Each chapter begins with interesting and practical examples that
introduce the chapter material. These involve situations in which businesses, government
units, or nonprofit organizations have used or misused consumer behavior principles and
show the student the impact and outcome of business decisions.
Application Activities: The final learning aid at the end of each chapter is a set of
application exercises-they range in complexity from short evening assignments to term
projects. The student utilizes chapter material in conjunction with external activities
such as visiting stores to observe point- of purchase displays, interviewing customers or
managers, or evaluating television ads.
Four-Color Illustrations: Print ads, Web pages, storyboards, and photos of
point-of-purchase displays and packages appear throughout the text. Each is directly
linked to the text material both by text references to each illustration and by the
descriptive comments that accompany each illustration.
Review Questions: Students can test their comprehension of chapter key terms and concepts.
Discussion Questions: These questionscan serve as in-class activities or outside studying
and have students apply their knowledge to consumer behavior situations.
Application Activities: This final learning aid at the end of each chapter is a set of
application exercises, which asks the student to use what they?ve learned in an
out-of-class setting. Students must visit stores to observe point-of-purchase displays,
interview customers or managers, or evaluate television ads. They range in complexity from
short evening assignments to term projects and help the student see consumer beahvior in
action.
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Table of Contents
Part One Introduction
Chapter 1 Consumer Behavior and Marketing Strategy
Part Two External Influences
Chapter 2 Cross-cultural Variations in Consumer Behavior
Chapter 3 The Changing American Society Values
Chapter 4 The Changing American Society: Demographics and Social Stratification
Chapter 5 The Changing American Society: Subcultures
Chapter 6 The American Society: Families and Households
Chapter 7 Group Influences on Consumer Behavior
Part Three Internal Influences
Chapter 8 Perception
Chapter 9 Learning, Memory and Product Positioning
Chapter 10 Motivation, Personality and Emotion
Chapter 11 Attitudes and Influencing Attitudes
Chapter 12 Self-Concept and Lifestyle
Part Four Consumer Decision Process
Chapter 13 Situational Influences
Chapter 14 Consumer Decision Process and Problem Recognition
Chapter 15 Information Search
Chapter 16 Alternative Evaluation and Selection
Chapter 17 Outlet Selection and Purchase
Chapter 18 Postpurchase Processes, Customer Satisfaction, and Customer Commitment
Part Five Organizations as Consumers
Chapter 19 Organizational Buyer Behavior
Part Six Consumer Behavior and Marketing Regulation
Chapter 20 Marketing Regulation and Consumer Behavior
789 pages
