Test Bank for Consumer Behaviour: Buying, Having, and Being, 7th Canadian Edition, Michael R. Solomon, Katherine White, Darren W. Dahl

Product details:

• ISBN-10 ‏ : ‎ 0133958094
• ISBN-13 ‏ : ‎ 978-0133958096
• Author: Michael R. Solomon

Consumer Behaviour: Buying, Having, and Being, Seventh Canadian Edition emphasizes the importance of understanding consumers in formulating marketing strategy. Many (if not most) of the fundamental concepts in marketing are based on the practitioner’s ability to know people. After all, if we don’t understand why people behave as they do, how can we identify their needs? If we can’t identify their needs, how can we satisfy those needs? To illustrate the potential of consumer research to inform marketing strategy, the text contains numerous examples of specific applications of consumer behaviour concepts by marketing practitioners, as well as examples of windows of opportunity where such concepts might be used.

Table of Contents

Section 1: Consumers in the Marketplace

1. An Introduction to Consumer Behaviour

Section 2: Consumers as Individuals

2. Perception

3. Learning and Memory

4. Motivation and Affect

5. The Self

6. Personality, Lifestyles, and Values

Section 3 Attitude Change and Decision Making

7. Attitudes

8. Attitude Change and Interactive Communications

9. Individual Decision Making

10. Buying and Disposing

Section 4 Consumers in their Social and Cultural Settings

11. Group Influence and Social Media

12. Income, Social Class, and Family Structure

13. Subcultures

14. Cultural Influences on Consumer Behaviour

15. The Creation and Diffusion of Culture

Appendix: Careers in Consumer Research

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