Consumer Behavior: Buying, Having, and Being

In this textbook on consumer behaviour the author looks at how the field of marketing is influenced by the actions of consumers and also how we, as consumers, are influenced by marketers.

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. This program will provide a better teaching and learning experience-for you and your students.

Here's how: Digital Consumer Focus: This text continues to highlight and celebrate the brave new world of digital consumer behavior. Help Students Apply the Case to the Chapter's Contents: A case study has been added to the end of each chapter along with discussion questions to help students apply the case to the chapter's contents. Keep your Course Current and Relevant: New examples, exercises, and research findings appear throughout the text.