Consumer Behavior is modeled to help MBA and undergraduate students understand this subject in its entirety. Despite being a textbook, the author, Michael R. Solomon, has carried out the discussion in a manner which has both professional and personal relevance to the reader, regardless of whetherhe or she is a student, teacher, or businessperson. The present edition has been extensively revised and updated to capture the major trends and changes in marketing that impact the study of consumer behavior. This book goes beyond the discussion of why people buy things and explores how products, services, and consumption activities contribute to shape people's social experiences.
Highlights of the Edition
&bull A reorganized table of contents with 12 chapters divided in three sections it starts with introducing the reader to the framework of consumer decision-making to diving deeper into micro influences such as perception and learning and culminating with examining the macro variables such as group dynamics and lifestyles.
&bull  Six new end-of-chapter cases and six updated end-of-chapter cases.
&bull A strong focus on social media platforms and how they change consumer behavior.
&bull A new chapter titled 'Consumer and Social Well-Being' that highlights pressing ethical issues relevant to consumer behavior such as privacy, sustainability, and addiction.
&bull  Significant coverage of major emerging topics including big data, the digital self, gamification, and contextual influences on decision-making such as priming and nudging.