Consumer Behavior

by Wayne D. Hoyer, Deborah J. MacInnis

Active field researchers and award-winning teachers Hoyer and MacInnis provide students with an accessible and topical introduction to consumer behavior. A broad conceptual model helps students see how all chapter topics tie together, and real-world examples reinforce each concept and theoretical principle under review. The text also focuses on the implications of consumer behavior research for marketers. Updated to reflect the most recent research and examples, the Fourth Edition features streamlined content and organization--from 21 to 20 chapters--as well as a new interior design and new photos and advertisements. In addition, several pedagogical features make the material accessible and meaningful to marketing students: chapter-opening cases show the anecdotal application of concepts, while end-of-chapter questions and exercises require students to investigate consumer behavior issues and analyze advertisements and marketing strategies. A range of technology resources supports instructors and students throughout the term.

Genres: Business, Textbooks, Psychology, School

672 pages, Hardcover

First published December 1, 1996

Reviews

[Eny Rebel · Rating 3 out of 5]

Relatively easy to read than the other academic books. Some chapters were really informative and interesting to read such as a chapter that mentioned about exposure, attention and perception. But there was some chapter that was overlapping previous chapters and talking same boring things over and over again.

[Neveen · Rating 5 out of 5]

An outstanding piece of writing that discusses consumer behaviour, which, to my sadness, I would love to read more of, if only I had more time to devote to it.

[Britt O'Duffy · Rating 4 out of 5]

Very digestible, an underappreciated quality in textbooks, but still rich in concepts and theory. I can't believe this semester is nearly over!

[Ben · Rating 5 out of 5]

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[Rebecca Radnor · Rating 3 out of 5]

Relatively easy to understand language, the book is for the most part an information dump... by that I mean there's very little in it that helps to develop higher level cognitive thinking, rather the book is just information to memorize (the lowest level on Blooms taxonomy). It was clearly written by psychologists, as most of the book is focused on CB as considered by experts in that psychology (and in such exhaustive detail as to make you want to tear your hair out). When it moves out of that field to cultural studies, etc., in the later chapters it gets much more vague.