Essentials of Consumer Behavior: An Applied Approach 2nd Edition

This thoroughly updated second edition of Essentials of Consumer Behavior offers a concise alternative to traditional textbooks with a practice-based approach. Stephens emphasizes that consumer behavior does not simply equate to buyer behavior. She examines the thoughts, feelings, and behaviors that shape consumers’ attitudes and motivations in relation to brands, products, and marketing messages. The new edition of this concise guide to the discipline offers comprehensive coverage of issues including: Technology now integrated into all chapters Consumer vulnerability, expanded beyond young consumers and persons with disabilities to include the economically disadvantaged and those marginalized because of ethnicity and gender Consumers’ roles in the lives of nonhuman animals, with extensive discussion of the consumer journey toward acquiring an animal companion and the impact of pet ownership on consumers’ non-pet-related purchases Suitable for marketing and consumer behavior students at advanced undergraduate and postgraduate levels, this clearly written and thorough textbook will keep students engaged and help them to become savvier marketers. Online resources include links to videos and podcasts, further reading, questions, and exercises. Instructor supplements include Power Point slides and chapter quizzes.Essentials of Consumer Behavior: An Applied Approach 2nd Edition is written by Debra L. Stephens and published by Routledge. ISBNs for Essentials of Consumer Behavior are 9781000843880, 1000843882 and the print ISBNs are 9780367426866, 0367426862. Additional ISBNs include 9780367426897, 9780367426880, 9781000843842.