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Consumer Behavior (10th Edition), by Michael R. Solomon
Get Free Ebook Consumer Behavior (10th Edition), by Michael R. Solomon
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Solomon goes beyond the discussion of why people buy things and explores how products, services, and consumption activities contribute to shape people’s social experiences.
- Sales Rank: #261300 in Books
- Brand: Brand: Prentice Hall
- Published on: 2012-01-06
- Ingredients: Example Ingredients
- Original language: English
- Number of items: 1
- Dimensions: 10.90" h x 1.00" w x 8.50" l, 3.20 pounds
- Binding: Hardcover
- 640 pages
- Used Book in Good Condition
Most helpful customer reviews
8 of 8 people found the following review helpful.
Useful Information with a Well Done Layout
By Lisa Shea
I am about to graduate from Northeastern and this was the book for one of my final elective courses, Consumer Behavior. I run several websites so it is absolutely critical to me to understand how web visitors think about content, make selections, and build affinities with brands. The book provided wonderful information in all areas.
The book is full color and provides a wealth of examples of ads, labels, and other material so you can understand what is being presented. You can see visually how some styles of promotions draw users in, while others repel the users to convince them to stop doing something (for example, using drugs). The book uses real life stories mixed in with theoretical explanations to help you explain the concepts.
There is a good mix of cross-cultural information, to help readers understand how marketing to an American audience differs from marketing to the Chinese, for example. It also delves thoroughly into sub cultures, from African Americans to tweens to Harley riders. It discusses the challenges of narrowing down social class in our mobile society. It discusses how buyers have ongoing "wars" in their heads between the rational decision making process and the emotion-driven pleasure center.
I enjoyed the book immensely and found much of its material immediately valuable for my daily work. I imagine most people who read this will find it helpful, if not for what they do for a living, then in how they themselves are being marketed to and are making decisions.
I have a minor "factual" issue I'd like to point out. On page 535 the author perpetuates the myth that we don't throw rice at weddings now because it makes birds' stomachs' explode. This absolutely is NOT TRUE. Birds eat rice naturally and their bodies deal with it fine, even when it's not cooked. There were no rice cookers in nature :). The reason churches asked people to stop throwing rice is that it's a royal pain to clean up.
So, that point aside, I do recommend the book.
I purchased this book with my own funds to take my class.
0 of 0 people found the following review helpful.
Very Insightful!
By CCD
I bought this book as used and it came almost brand new. I love the insights that this book gives me and the pearson videos that link to it. I have learned so much from just reading this book and I have successfully started my own blog. I would recommend this for a teacher or any inquisitive person!
2 of 2 people found the following review helpful.
Not the book, but the customer service
By 9erninja
This is a solid textbook. Explains most of what you really need to know about consumer behavior. But I didn't this review because of the book, but because I got the book from a_teambooks. These guys have the best customer service I've had online. They solved my problem in a pinch. If you ever do have to buy textbooks, buy it from a_teambooks!!!
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