For consumer behavior courses. Beyond consumer behavior: How buying habits shape identity Consumer Behavior: Buying, Having, and Being covers what happens before, during and after the point of purchase. It investigates how having or not having certain products affects our lives, especially in the canon of social media and the digital age. In the 13th Edition , up-to-date content reflects major marketing trends and changes that impact this field of study. Since we are all consumers, many of the topics have both ...
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For consumer behavior courses. Beyond consumer behavior: How buying habits shape identity Consumer Behavior: Buying, Having, and Being covers what happens before, during and after the point of purchase. It investigates how having or not having certain products affects our lives, especially in the canon of social media and the digital age. In the 13th Edition , up-to-date content reflects major marketing trends and changes that impact this field of study. Since we are all consumers, many of the topics have both professional and personal relevance to students. This makes it easy to apply the theory outside of class and maintain an edge in the fluid and evolving field of consumer behavior. Hallmark features of this title A student-friendly framework and writing style The author is an active consumer behavior instructor and researcher who uses a conversational, lively narrative to speak to today's students. Relevant examples and references to brands students know and love engage students in the readings. Chapter-Opening Objectives and End-of-Chapter Summaries , organized around these objectives, help keep students focused on key issues and understand the material they've just read. New and updated features of this title Coverage of new trends, opportunities and challenges UPDATED: The latest trending terms , including the " internet of things," "product curators," and "dadchelor parties," are incorporated throughout the text. UPDATED: New examples, cases, and research studies better address rapidly changing trends in consumer behavior. UPDATED: Marketing Opportunity and Marketing Pitfall boxes highlight new ways in which organizations have capitalized on a marketing opportunity or have handled their marketing strategy ineffectively. Current research and data UPDATED: The latest research helps students more clearly connect the decisions companies make to their success or failure. 50% NEW: Case Studies examine companies across the globe, helping students to see the practical applications of consumer behavior. UPDATED: Data Assignments include real data sets from market research company, GfK, and tie together concepts across the chapters in each section. Students work with these data sets to analyze consumer behavior and make strategic marketing decisions. Highlights of the DIGITAL UPDATE for MyLab Marketing (available for Fall 2022 classes) Instructors , contact your sales rep to ensure you have the most recent version of the course. NEW: 9 new Video Library assignments and 2 new Podcast assignments help students connect key course concepts to real world events. NEW: 5 Case Study Library assignments , consisting of text and video cases, assessments and teaching notes, challenge students to apply critical-thinking to current, real-world examples. NEW: Student Edition Case assignments let instructors assign end-of-chapter cases in the text, with multiple-choice assessment. Features of MyLab Marketing for the 13th Edition NEW: Mini Simulations and Team Mini Sims put students in professional roles and have them apply course concepts and make decisions via real-world business challenges. UPDATED: A ssessment questions (Warm-Ups, Study Plan, Chapter Quizzes and Test Bank) are available for each chapter. NEW: Dynamic Study Modules use the latest developments in co
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