Consumer Behavior: How Humans Think, Feel, and Act in the Marketplace - Hardcover

S.Y.N.O.P.S.I.S.At this very minute, thousands of marketers are pitching their products to millions of consumers around the world. From call centers and in mall stores, on eBay and in media placements, in blogs and vlogs, and through pop-ups and podcasts. How are consumers reacting to this cacophony of slogans and promises? What persuades them to embrace some marketplace offerings while spurning others?. Welcome to the fascinating world of consumers. In this book, we describe, dissect, and discourse about Consumer Behavior—human behavior in the world of goods. How we make our product choices and then weave them into the tapestry of our lives. How we consume to sustain and energize our bodies, feed our minds, and construct our identities. In 21 chapters long and short, we define and describe almost all of the concepts and principles of consumer behavior, spin them into theories and models, and illustrate their applications for the benefit of consumers as well as marketers. We take you, as well, on an excursion, visiting enclaves of esoteric and enchanted consumption. Through such excursion and forward-gazing, we bring our exploration to its logical fruition—to grasp the quintessential value of consumption, and to understand how we should, as marketers, fulfill marketing's ultimate purpose: To become co-creators of consumption value humans seek. BACK WWW.OPENMENTIS.COM HOME

Banwari ('Ban') Mittal is a professor of marketing at N.K.U. He holds an MBA from IIMA and a Ph.D. in marketing from the University of Pittsburgh. His research has been published in such journals as Journal of Marketing, Psychology & Marketing, Journal of Consumer Behaviour, Journal of Retailing, and Marketing Theory. He has coauthored two books: ValueSpace (McGraw-Hill 2001, www.myvaluespace.com ) and Customer Behavior (Dryden Press, 1998, and Thomson Learning, 2002), both with Emory's Jag Sheth. The present book, arguably his magnum opus, is a digest of his understanding of Consumer Behavior, sixth-sensed through a decade of research, teaching, and contemplating everyday consumption.