Consumer Behavior by J. Paul PeterConsumer Behavior by J. Paul Peter

Consumer Behavior

byJ. Paul Peter, Jerry C. Olson

Hardcover | December 21, 2009

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This book takes a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book.
Title:Consumer BehaviorFormat:HardcoverDimensions:576 pages, 10.7 × 8 × 1 inPublished:December 21, 2009Publisher:McGraw-Hill EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0073404764

ISBN - 13:9780073404769


Table of Contents

Section 1 A Perspective on Consumer Behavior

1 Introduction to Consumer Behavior and Marketing Strategy

2 A Framework for Consumer Analysis

Section 2 Affect and Cognition and Marketing Strategy

3 Introduction to Affect and Cognition

4 Consumers' Product Knowledge and Involvement

5 Attention and Comprehension

6 Attitudes and Intentions

7 Consumer Decision Making

Section 3 Behavior and Marketing Strategy

8 Introduction to Behavior

9 Conditioning and Learning Processes

10 Influencing Consumer Behaviors

Section 4 The Environment and Marketing Strategy

11 Introduction to the Environment

12 Cultural and Cross-Cultural Influences

13 Subculture and Social Class

14 Reference Groups and Family

Section 5 Consumer Behavior and Marketing Strategy

15 Market Segmentation and Product Positioning

16 Consumer Behavior and Product Strategy

17 Consumer Behavior and Promotion Strategy

18 Consumer Behavior and Pricing Strategy

19 Consumer Behavior, Electronic Commerce, and Channel Strategy




Name Index

Subject Index