For undergraduate and graduate consumer behavior courses. Explore the "act of buying" and beyond. 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. The ninth edition includes cutting-edge topics and research in the ever-changing field of consumer behavior.

Table of Contents

SECTION 1: CONSUMERS IN THE MARKETPLACE Chapter 1. Consumers Rule SECTION 2: CONSUMERS AS INDIVIDUALS Chapter 2. Perception Chapter 3. Learning and Memory Chapter 4. Motivation and Values Chapter 5. The Self Chapter 6. Personality and Lifestyles Chapter 7. Attitudes and Persuasive Communications SECTION 3: CONSUMERS AS DECISION MAKERS Chapter 8. Individual Decision Making Chapter 9. Buying and Disposing Chapter 10. Groups Chapter 11. Organizational and Household Decision Making SECTION 4: CONSUMERS AND SUBCULTURES Chapter 12. Income and Social Class Chapter 13. Ethnic, Racial, and Religious Subcultures Chapter 14. Age Subcultures SECTION 5: CONSUMERS AND CULTURE Chapter 15. Cultural Influences on Consumer Behavior Chapter 16. Global Consumer Culture