Consumer Behavior (8th Edition)

Author: Hawkins, Best, and Konheim
Publisher:
Publish Date: March 18, 2002
Features: Since its first edition was published over 20 years ago, this book remains one of the most distinctive textbooks in the field of consumer behavior and consumer psychology. It has become the most authoritative and popular textbook in consumer behavior research. The book is divided into six major parts and 22 chapters, comprehensively introducing the nature of consumer behavior, internal and external influencing factors, consumer decision-making processes, organizational buying behavior, and content related to marketing regulations. Each chapter includes a substantial number of targeted exercises and innovative online research assignments. The cases provided are closely tied to the concepts and principles discussed, concise and effective, making them ideal for classroom reading and discussion. This book is suitable for undergraduate and graduate students in marketing and related fields, MBA students, business managers, and related professionals.