Essentials of Consumer Behavior

Business & Finance, Marketing & Sales, Consumer Behaviour
Cover of the book Essentials of Consumer Behavior by Debra L. Stephens, Taylor and Francis
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Author: Debra L. Stephens ISBN: 9781317648840
Publisher: Taylor and Francis Publication: October 26, 2016
Imprint: Routledge Language: English
Author: Debra L. Stephens
ISBN: 9781317648840
Publisher: Taylor and Francis
Publication: October 26, 2016
Imprint: Routledge
Language: English

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 consumers’ 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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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 consumers’ 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.

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