A slimmed down and thoroughly revised version of Mowen and Minor's Consumer Behavior. Written to provide a concise, yet complete review of consumer behavior. The text contains the material that students need to understand the consumer and to develop managerial strategies to market products.

• Managerial Focus.

• PERMS.

• Lean and Clean.

• Managerial Focus—Each chapter concludes with a summary of how the consumer behavior concept can be employed to develop managerial strategy.

  • The student gets an overview of how information from the previous chapter can be used in real life situations. Ex.___

• PERMS—This acronym stands for Product positioning and differentiation, Environmental analysis, marketing Research, Marketing mix development, and Segmentation.

  • Students see the managerial focus easier with this acronym. Ex.___

• Lean and Clean—The book is inexpensive and light in weight.

  • Students will obviously appreciate saving money.

 1. An Introduction to Consumer Behavior.


 2. Consumer Behavior and the Marketing Manager.


 3. Information Processing I: Perception and Involvement.


 4. Information Processing II: Memory and Cognitive Learning.


 5. Consumer Motivation.


 6. Personality and Psychographics.


 7. Belief, Attitude, and Behavior Formation and Change.


 8. Persuasive Communications.


 9. Consumer Decision Processes.


10. After We Buy: Satisfaction and Loyalty.


11. Situational Influences.


12. Group, Dyadic, and Diffusion Processes.


13. Culture and Popular Culture.


14. Subcultures and Demographics.


15. The International Consumer.


16. The Dark Side of Consumer Behavior.

Consumer Behavior  (Marketing)
Graduate Consumer Behavior  (Marketing)

JOHN C. MOWEN is Regents Professor at Oklahoma State University. John has served as President of the Society for Consumer Psychology and has published over 50 articles in journals including the Journal of Marketing, the Journal of Marketing Research, the Journal of Personality and Social Psychology, the Journal of Consumer Psychology, the Journal of Applied Psychology, and the Journal of Public Policy and Marketing. Active in his community, John helped to found the Mission of Hope Shelter for the Homeless. He is also an avid golfer and an inept but active water gardener.

MICHAEL S. MINOR is Professor of Marketing and International Business and Department Chair at the University of Texas-Pan American. He holds a Ph.D. from Vanderbilt University and did other graduate work at American University, Cornell University, and Oklahoma State University. His research focuses on group influences on consumer behavior, marketing strategy, and international business issues. He has published nearly two dozen articles in journals, including the Journal of International Business Studies, the Journal of Consumer Marketing, International Studies of Management and Organization, and the Journal of Services Marketing. His consulting experience includes work for the United Nations, and he lived in Asia for a number of years.

The Internet is transforming the world of consumer behavior.

Consumer Behavior: A Framework reflects this change in the following ways:

• 1. Extensive coverage of how the Internet has widened the choices facing consumers.
• 2. Extensive coverage of how Internet purchasers reveal a wealth of information to marketers.
• 3. Numerous links to web sites via www.consumerbehavior.net .

Web Support
Mowen
©2001  |  Prentice Hall  |  On-line Supplement  |  Live
ISBN-10: 0130194700  |  ISBN-13: 9780130194701
URL: http://www.consumerbehavior.net
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