Consumer Behavior / Edition 9

by J. Paul Peter, Jerry Olson

Overview

This book takes a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book.

Product Details

ISBN-13:	9780073404769
Publisher:	McGraw-Hill Higher Education
Publication date:	12/21/2009
Edition description:	Net
Pages:	576
Product dimensions:	8.10(w) x 10.10(h) x 1.00(d)

About the Author

J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison. He has won many awards for his contributions through research, textbooks, and education.

The Earl P. Strong Executive Education Professor of Marketing at Pennsylvania State University. He joined Penn Sate in 1971 after receiving his Ph.D. in consumer psychology from Purdue University. At Penn State, he has taught Consumer Behavior, Marketing Management, Advertising and Promotion Management, Research Methods, and Marketing Theory.

Table of Contents

Table of Contents:

Section 1: A Perspective on Consumer Behavior
Chapter 1 Introduction to Consumer Behavior and Marketing Strategy
Chapter 2 A Framework for Consumer Analysis

Section 2: Affect and Cognition and Marketing Strategy
Chapter 3 Introduction to Affect and Cognition
Chapter 4 Consumers’ Product Knowledge and Involvement
Chapter 5 Attention and Comprehension
Chapter 6 Attitudes and Intentions
Chapter 7 Consumer Decision Making

Section 3 Behavior and Marketing Strategy
Chapter 8 Introduction to Behavior
Chapter 9 Conditioning and Learning Processes
Chapter 10 Influencing Consumer Behaviors

Section 4 The Environment and Marketing Strategy
Chapter 11 Introduction to the Environment
Chapter 12 Cultural and Cross-Cultural Influences
Chapter 13 Subculture and Social Class
Chapter 14 Reference Groups and Family

Section 5 Consumer Behavior and Marketing Strategy
Chapter 15 Market Segmentation and Product Positioning
Chapter 16 Consumer Behavior and Product Strategy
Chapter 17 Consumer Behavior and Promotion Strategy
Chapter 18 Consumer Behavior and Pricing Strategy Chapter 19 Consumer Behavior, Electronic Commerce, and Channel Strategy