Consumer Behavior

Hoyer/MacInnis/Pieters' CONSUMER BEHAVIOR, 8th EDITION, provides a comprehensive foundation and practical focus on real-world applications, preparing students for today's global business environment. It explores consumer needs, emotions, perceptions, branding, experiences, influencer marketing, social media, political ideology, and more, with updated chapters on social responsibility and ethics in marketing.

Format: Paperback / softback
Length: 544 pages
Publication date: 27 July 2023
Publisher: Cengage Learning, Inc

Hoyer/MacInnis/Pieters' CONSUMER BEHAVIOR, 8th EDITION, is a comprehensive textbook that draws upon marketing, psychology, sociology, and anthropology to provide a robust foundation and a practical focus on real-world applications. It equips students with the knowledge and skills necessary to thrive in today's global business environment.

The textbook delves into various key concepts, including consumer needs and goals, emotions and emotion regulation, perceptions and consumer inferences, branding, consumer experiences, influencer marketing, social media, political ideology, generational influences, and more. Students examine the latest research and current business practices, with a strong emphasis on understanding consumer behavior and its implications for marketing strategies.

One of the notable features of this edition is its exploration of controversies in consumer decision-making. Students examine topics such as money, happiness, financial decision-making, charity, health, materialism, and sustainability, and consider the ethical and social implications of consumer choices. Chapter updates in this edition emphasize social responsibility and ethics in marketing, scrutinizing both the dark side and constructive possibilities.

To enhance practical relevance, the textbook includes real-world examples, chapter exhibits, and application exercises. These resources help students connect the theoretical concepts to real-world situations and develop essential skills such as critical thinking, problem-solving, and communication.

Overall, Hoyer/MacInnis/Pieters' CONSUMER BEHAVIOR, 8th EDITION, is an invaluable resource for students studying consumer behavior, marketing, and related fields. It offers a comprehensive and up-to-date perspective on consumer behavior, providing students with the tools they need to succeed in today's competitive business world.

ISBN-13: 9780357721292
Edition number: 8 ed