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For consumer behavior courses.

Beyond consumer behavior: How buying habits shape identity

A #1 best-selling text for consumer behavior courses, Solomon's Consumer Behavior: Buying, Having, and Being covers what happens before, during, and after the point of purchase. It investigates how having (or not having) certain products affects our lives; specifically, how these items influence how we feel about ourselves and each other, especially in the canon of social media and the digital age. In the 13th Edition, up-to-date content reflects major marketing trends and changes that impact the study of consumer behavior. Since we are all consumers, many of the topics have both professional and personal relevance to students. This makes it easy to apply the theory outside of the classroom and maintain an edge in the fluid and evolving field of consumer behavior.

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PART 1: FOUNDATIONS OF CONSUMER BEHAVIOR

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

2. Consumer and Social Well-Being

PART 2: INTERNAL INFLUENCES ON CONSUMER BEHAVIOR

3. Perception

4. Learning and Memory

5. Motivation and Affect

6. The Self and Gender Identity

7. Personality, Lifestyles, and Values

PART 3: CHOOSING AND USING PRODUCTS

8. Attitudes and Persuasive Communications

9. Decision Making

10. Buying, Using, and Disposing

PART 4: CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS

11. Group Influences and Social Media

12. Income and Social Class

13. Subcultures

14. Culture

Appendix I: Careers in Consumer Research

Appendix II: Research Methods