Consumer Behavior: Buying, Having, Being – 13th Edition (Ebook PDF)

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Consumer Behavior: Buying, Having, Being – 13th Edition (Ebook PDF)

Authors: by Michael Solomon (Author)

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.

PREFACE
For many years, this course was called Buyer Behavior rather than Consumer Behavior. What’s in a name? In this case, a lot—the word “buyer” reflected a singular focus on buyer/seller transactions. This book played a significant role in broadening that focus to the larger sphere of consumption. That includes what happens before, during, and after the point of purchase. Hence the suffix that defines the title:
Buying, Having, and Being.
The book also was the first to provide a much more interdisciplinary and comprehensive look at the discipline. It continues to incorporate a variety of social science perspectives. Students appreciate the broader context and the emphasis on cultural dynamics that influence (often in unseen ways) the consumption experiences they have every day. It reflects my strong endorsement of the social psychologist Kurt Lewin’s maxim: “There is nothing as practical as a good theory.” If you don’t believe it, that saying is even in my email signature (email me at msolom01@ sju.edu and I’ll prove it to you).
The book marries a strong theoretical and empirical foundation with the practical applications of these insights to the everyday practice of marketing. Thoughtful discussion and applications questions at the end of each chapter also encourage students to integrate what they have learned with what is going on around them in the real world.
But here’s the important question: “How is this book different from other Consumer Behavior texts?” Let me count the ways . . .
What’s New and Notable in This Edition
1. It includes a mix of academic and industry research to show students that “there’s nothing as practical as a good theory.” Academics understand the value of a rigorous theoretical framework
and that many of the fleeting “fads” we observe in consumer behavior actually reflect underlying and stable internal and external phenomena. Yesterday’s “Mouseketeers” are today’s Beyhive (Beyoncé’s
devoted fan club). The book cites hundreds of academic articles. In addition, MyLab Marketing offers brief essays on consumer behavior research by professors who relate the work they do to chapter topics.
There are 38 of these “CB As I See It” contributions, including 11 that are new to this edition.
As valuable as I believe academic research to be (and I’ve published my share of it), I believe it’s vital to complement this work with industry data. Thus you’ll find a large number of studies that companies and survey firms have conducted to support the academic data. This edition also includes updated end-of-section assignments with data provided by GfK, one of the world’s largest marketing research firms. These allow students to “get their hands dirty” by actually working with real information that they can manipulate and use to do a deep dive into real world problems.
Hey, I get the need to marry theory and data. As a regular contributor to Forbes.com, I’m challenged each and every week to identify important developments in today’s fast-moving business world and explain to thousands of readers why these relate to what we know about consumer behavior.
And last but not least, you’ll find a new Appendix on Research Methods to Study Consumer Behavior. This section summarizes an array of methodologies to help students understand that there is more than one way to approach a challenging problem. The Appendix shows how a marketer with a specific problem might employ each technique to better understand his or her customers
2. It expands its prior focus on “participatory marketing.” In my opinion the single biggest transformation in consumer behavior today is the extent to which everyday people actually participate to create and promote the products and services they use as we all become absorbed into the “Internet of Things.” This added coverage starts in Chapter 1, where I have added a new section on this topic. The book emphasizes the positive aspects (e.g., co-creation) and the not-so-positive aspects (e.g., chipping, biohacking) of this revolution. As always, I apply a somewhat critical eye to new developments and take care to highlight the huge ethical quandaries some of these “advances” pose to our civilization in addition to the exciting opportunities they create for marketers who are savvy enough to jump on them. Quite frankly, I just haven’t seen competing titles that begin to capture many of the amazing disruptions we’re witnessing in the real world.
3. It’s up-to-date and relevant to students’ lives. I actually teach this course every semester, so I know firsthand that we are all challenged to show students why these important concepts are so relevant to them NOW and tomorrow. To them, an example from, say, 2013, should pop up in a course on Ancient History.
We need to wake up these students! I strive to write the book in a conversational tone and to minimize jargon. And, you’ll find some humor thrown in that I don’t believe other books offer (of course, everyone’s definition of humor is subjective, but at least I get a kick out of some of it). There is also an Appendix on Careers in Consumer Behavior that shows students how they can actually land a job in this
fascinating discipline.
You deserve teaching materials that meet your own high standards for your course. That’s why we partner with highly respected authors to develop interactive content and course-specific resources that you can trust—and that keep your students engaged. With the 13th edition of Consumer Behavior, we’ve added brand new assignments to the MyLab.