Consumer Behavior

Putting Theory Into Practice

The sixth edition explains key consumer behavior concepts and theories, drawing on the latest research in psychology, economics, and sociology. The new lead author, Syed Akhter (Marquette University) has completely updated 6e to deliver a more concise alternative (approximately 450 pages) to the old style exhaustive, encyclopedic approach of the major competitors. 6e covers the important areas CB instructors would likely want covered, but omits material less essential to the student’s education in consumer behavior. The book's emphasis on the practical application of the chapter material meets students’ bias for retaining that which can help them become successful in a marketing career. It presents a “Strategy Box” in each chapter that focuses on questions related to consumer behavior research and findings, challenging students to think critically and answer strategic questions as well as numerous cross-cultural examples to illustrate concepts of consumer behavior and make them meaningful. End-of-chapter applied sections, “Putting Theory into Practice,” offer students additional materials to dig deeper into chapter topics and improve decision-making skills.