Consumer Behavior: Buying, Having, and Being, 13/e (Paperback)
暫譯: 消費者行為：購買、擁有與存在，第13版（平裝本）

Michael R. Solomon

Consumer Behavior: Buying, Having, and Being, 13/e (Paperback)

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商品描述

Consumer Behavior: Buying, Having, and Being increases the focus on buyer/seller transactions by addressing what happens before, during, and after a purchase. The key aim of the book is to capture the latest marketing trends－increase in ``artisanal'' products, moving away from ``gender binarism,'' and evolving trends in fitness－that impact consumer behavior. The text explores and emphasizes how various factors influence consumption patterns, including cultural dynamics, gender roles, and ethics.

The Thirteenth edition marries a strong theoretical foundation with practical insights into the everyday practice of marketing, reinforced by Discuss and Apply questions at the end of each chapter. New and updated features include:

1.Marketing Opportunity boxes that highlight the fascinating ways in which organizations have capitalized on marketing opportunities to generate large profits.
2.Consumer Behavior Challenge problems at the end of every chapter present students with current scenarios that marketers are dealing with. Students can work individually, in groups, or in a class discussion to talk through possible solutions to these challenges.
3.End-of-Chapter Case Studies that examine companies across the globe, helping students see the practical applications of consumer behavior. The cases reference breands that students know and love-L'Oreal Paris, KitKat, TOMS, KonMari, Lush, etc.
4.Appendix: Research Methods that summarizes an array of methodologies to help students understand that there is more than on way to approach a challenging problem.

Also available for purchase is MyLab Marketing, an optional suite of course-management and assessment tools that allows instructors to set and deliver courses online. The MyLab includes brief essays on consumer behavior research by professors.

商品描述(中文翻譯)

消費者行為：購買、擁有與存在，增加了對買賣交易的關注，探討了購買前、購買中和購買後發生的事情。本書的主要目標是捕捉最新的行銷趨勢——對「手工藝品（artisanal）」產品的增加、擺脫「性別二元論（gender binarism）」以及健身趨勢的演變——這些都影響著消費者行為。文本探討並強調各種因素如何影響消費模式，包括文化動態、性別角色和倫理。

第十三版將強大的理論基礎與日常行銷實踐的實用見解相結合，並在每章結尾增強了討論與應用問題。新的和更新的特點包括：

1. 行銷機會框（Marketing Opportunity boxes），突顯了組織如何利用行銷機會來獲取巨額利潤的迷人方式。
2. 消費者行為挑戰（Consumer Behavior Challenge）問題，在每章結尾提出當前行銷人員面臨的情境。學生可以單獨、分組或在課堂討論中探討這些挑戰的可能解決方案。
3. 章末案例研究（End-of-Chapter Case Studies），檢視全球各地的公司，幫助學生了解消費者行為的實際應用。這些案例提到學生熟悉且喜愛的品牌——巴黎萊雅（L'Oreal Paris）、奇巧（KitKat）、TOMS、近藤麻理惠（KonMari）、Lush等。
4. 附錄：研究方法（Research Methods），總結了一系列方法論，幫助學生理解解決挑戰性問題有多種方式。

此外，還可購買MyLab Marketing，這是一套可選的課程管理和評估工具，允許教師在線設置和提供課程。MyLab包括教授們撰寫的有關消費者行為研究的簡短文章。

目錄大綱

PART I: FOUNDATIONS OF CONSUMER BEHAVIOR
Ch 1 Buying, Having, and Being: An Introduction to Consumer Behavior
Ch 2 Consumer Well-Being

PART II: INTERNAL INFLUENCES ON CONSUMER BEHAVIOR
Ch 3 Perception
Ch 4 Learning and Memory
Ch 5 Motivation and Affect
Ch 6 The Self: Mind, Gender, and Body
Ch 7 Personality, Lifestyles, and Values

PART III: CHOOSING AND USING PRODUCTS
Ch 8 Attitudes and Persuasive Communications
Ch 9 Decision Making
Ch10 Buying, Using, and Disposing

PART IV: CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS
Ch11 Group Influences and Social Media
Ch12 Income and Social Class
Ch13 Subcultures
Ch14 Culture

目錄大綱(中文翻譯)

PART I: FOUNDATIONS OF CONSUMER BEHAVIOR

Ch 1 Buying, Having, and Being: An Introduction to Consumer Behavior

Ch 2 Consumer Well-Being



PART II: INTERNAL INFLUENCES ON CONSUMER BEHAVIOR

Ch 3 Perception

Ch 4 Learning and Memory

Ch 5 Motivation and Affect

Ch 6 The Self: Mind, Gender, and Body

Ch 7 Personality, Lifestyles, and Values



PART III: CHOOSING AND USING PRODUCTS

Ch 8 Attitudes and Persuasive Communications

Ch 9 Decision Making

Ch10 Buying, Using, and Disposing



PART IV: CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS

Ch11 Group Influences and Social Media

Ch12 Income and Social Class

Ch13 Subcultures

Ch14 Culture

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