Consumer Behavior

Hoyer/MacInnis/Pieters' CONSUMER BEHAVIOR, 8th EDITION, draws key  concepts from marketing, psychology, sociology and anthropology to  present a strong foundation and highly practical focus on real-world  applications to prepare students for today's global business  environment. Students examine the latest research and current business  practices with a focus on consumer needs and goals, emotions and emotion  regulation, perceptions and consumer inferences, branding, consumer  experiences, influencer marketing, social media, political ideology, generational influences and more. Students explore controversies in  consumer decision-making involving money, happiness and financial  decision making, charity, health, materialism, and sustainability. Chapter updates in this edition emphasize social responsibility and  ethics in marketing, scrutinizing both the dark side and constructive  possibilities. Real-world examples, chapter exhibits, and application  exercises provide practical relevance and help students master essential skills.