Consumer Behavior

Marketing

ISBN:

978-1-952023-99-6

Consumer Behavior

Carly Simon

Consumer behavior is the study of why and how consumers buy the products and services they consume. In this resource, students will analyze internal and external influences on consumer behavior, decision-making processes, and customer loyalty.

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About the Author Topic 1: Consumer Behavior: Introduction, History, & Present Topic 2: The Cognitive Consumer: Perception, Learning, & Memory Topic 3: The Cognitive Consumer: Motivation, Needs, & Attitudes Topic 4: The Cognitive Consumer: Emotions & Personality Topic 5: Customer Personas and the VALS Framework Topic 6: Psychology of Persuasion: Six Principles of Influence Topic 7: The Social Consumer: Group Influences, Families, Subcultures, and Cultural Influences Topic 8: The Crisis Consumer: Disasters, Elections, Recessions, Global Events Topic 9: The Marketing Mix 8 Ps Topic 10: Unique Value Proposition Topic 11: The Customer Journey Topic 12: The Future of Consumer Behavior in the Digital Age: Trends and Ethics

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