Consumer Behavior

by John C. Mowen

The authors' goal in Consumer Behavior, Fifth Edition is three-fold--(1) to provide a current, balanced, comprehensive, and treatment of the field; (2) to fully integrate modern electronic technology... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0137371152
• ISBN13: 9780137371150
• Release Date: July 1997
• Publisher: Prentice Hall
• Length: 696 Pages
• Weight: 3.45 lbs.
• Dimensions: 1.4" x 8.3" x 10.3"

Customer Reviews

Excellent for Understand all Consumer Behaviors.

We use this in our doctoral seminar class. It is crammed full of amazing details and cited works to understand pretty much all aspects of consumer behavior.

A useful book

Whether you are a businessman or consumer, understanding consumer behavior is important. Why? The first part of the book "Consumer Behavior" will tell you. The book is very clear. It is divided into two main parts. One is about the internal side of consumer behavior, the individual consumer processes and another part is about the external side of consumer behavior, the consumer environment. After reading these two parts, you will have a full picture of the consumer behavior.This book is very rich in content. Examples and applications are widely used. There is a case given at the beginning of each chapter. Unlike most of the books that I have read, it does not just carry out the case. It also analyzes the case given at the beginning at the end of that chapter step by step. It first identifies the problem of the case and then analyzes it and finally provides us with the managerial implications and recommendations of that case. That's great! It can let us know the problem of the company and how can do it better, making us have a better understanding of the concept in that chapter.Moreover, theories are illustrated by charts and diagrams. And tables are well used to summarize some important points in each chapter, making it easier for us to understand. I can tell you that I learn a lot from this book!

it made me interested in consumer behavior

In first, I don't know exactly about consumer behavior. And now that I studied it for the spring term, I'm so interested in it.