Consumer focused strategy: The study of consumer behavior ; Consumer segmentation and positioning -- How consumers make decisions: Overview of consumer decision making ; Consumer evaluation and choice ; Risk and consumer decision making -- How consumers process information: Consumer perception and attention ; Persuasion: attitudes and judgment ; Affect and motivation ; The role of learning and memory ; Automatic information processing ; The role of personality and self-concept -- The influence of the social environment and contemporary strategies for marketers: The role of values and culture ; Persuasion through social influence ; Contemporary marketing strategies ; Consumer behavior online ; Consumer behavior and branding strategy -- Managerial decision making: Biases in managerial decision making ; Strategies for improving management decision making.
Offers an introduction to consumer behavior. This title focuses on 'classic' consumer behavior topics, including consumer information processing, consumer decision making, persuasion, and the role of culture and society on consumer behavior. It also explores the topics and trends relevant to modern consumer behavior.