Consumer Behavior: Buying, Having, and Being

Solomon goes beyond the discussion of why people buy things and explores how products, services, and consumption activities contribute to shape people’s social experiences. Consumers Rule; Perception; Learning and Memory; Motivation and Values; The Self; Personality and Lifestyles; Attitudes and Persuasive Communications; Individual Decision Making; Buying and Disposing; Groups; Organizational and Household Decision Making; Income and Social Class; Ethnic, Racial, and Religious Subcultures; Age Subcultures; Cultural Influences on Consumer Behavior; Global Consumer Culture For marketing professionals who want to understand the latest trends in consumer behavior.