Consumer Behavior by Michael R. Solomon
Buying, Having, and Being
The book provides an in-depth exploration of the psychological, social, and cultural factors that influence consumer decisions and behaviors. It examines how consumers perceive, process, and respond to marketing messages, and how these responses are shaped by individual and group dynamics. The text delves into the complexities of consumer identity, motivation, and lifestyle, offering insights into how marketers can effectively engage with their target audiences. Through a blend of theoretical concepts and practical applications, the book equips readers with the tools to understand and predict consumer behavior in a rapidly evolving marketplace.
- Published
- 1992
- Nationality
- American
- Length
- Long
- Pages
- 600-700
- Original Language
- English
- Avg User Rating
- No ratings yet
- Alternate Titles
- None
This book is not currently on any lists.