Active field researchers and award-winning teachers Hoyer and MacInnis provide students with an accessible and topical introduction to consumer behavior. A broad conceptual model helps students see how all chapter topics tie together, and real-world examples reinforce each concept and theoretical principle under review. The text also focuses on the implications of consumer behavior research for marketers.
Updated to reflect the most recent research and examples, the Fourth Edition features streamlined content and organization—from 21 to 20 chapters—as well as a new interior design and new photos and advertisements. In addition, several pedagogical features make the material accessible and meaningful to marketing students: chapter-opening cases show the anecdotal application of concepts, while end-of-chapter questions and exercises require students to investigate consumer behavior issues and analyze advertisements and marketing strategies. A range of technology resources supports instructors and students throughout the term.
- New! The chapters on culture have been reorganized to include recent developments in academic research, such as new information about the values that characterize Western culture. Consolidated and streamlined coverage also includes privacy, social class influences, household consumption, demographics, and diversity.
- New! Updated and expanded coverage includes an examination of AMA's new definition of marketing, consumer behavior as related to environmental issues (such as recycling), the effects of memory and retrieval, and word-of-mouth communication, among others.
- New! Chapter-opening cases focus on companies and topics such as Swatch, ING Direct, iPod, Shopping.com, beer advertising, product placement, consumer behavior in China and Thailand, buzz marketing, and identity theft.
- New! Cases on consumer behavior are available through the HMXChange Business Case Database. This online resource allows business instructors to assemble, maintain, and update casebooks from any web-accessible location. The result is a printed casebook tailored to meet course objectives.
- New! Designed specifically for users of the Fourth Edition, the technology package includes the Online Teaching Center, HM Testing, basic and premium PowerPoint slides, Blackboard/WebCT course cartridges, Overhead Transparencies with additional advertising examples, videos, and the Online Study Center with ACE practice tests.
- Consumer Behavior is known for the inclusion of chapters and topics that often do not appear in other textbooks for this course, such as "Symbolic Consumer Behavior" and "The Dark Side of Consumer Behavior," which explores obesity, theft, and compulsive spending.
About the Author
Wayne D. Hoyer is the James L. Bayless/William S. Farish Fund Chair for Free Enterprise, Chairman of the Department of Marketing, and Director of the Center for Customer Insight in the McCombs School of Business at the University of Texas at Austin. He received his PhD in Consumer Psychology from Purdue University. Dr. Hoyer has published extensively in various scholarly journals and has co-authored two books on the topic of advertising miscomprehension. He currently serves on the editorial review boards of several journals, including the Journal of Consumer Research and Journal of Public Policy and Marketing. Dr. Hoyer's research interests include consumer information processing and decision-making (especially low-involvement decision making), customer relationship management, and advertising effects (particularly miscomprehension and the impact of humor). He has extensive international teaching experience at schools such as the University of Mannheim, University of Muenster, Otto Beisheim Graduate School of Management (Germany), IMADEC University (Austria), and Thammasat University (Thailand).
Debbie MacInnis is Chairperson and Professor of Marketing at the University of Southern California in Los Angeles. She received her PhD in marketing from the University of Pittsburgh in 1986, and holds a BS in psychology from Smith College. Dr. MacInnis has published several papers in the Journal of Consumer Research, Journal of Marketing Research, and Journal of Personality and Social Psychology, among others. She has won Outstanding Reviewer awards for her efforts on behalf of the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of the Academy of Marketing Sciences. A former president of the Association for Consumer Research, she has also served that organization as Treasurer and conference co-chair. Dr. MacInnis has been recognized for her research and instruction by the Practice Prize Competition, the Marshall School of Business, and USC's Center for Excellence in Teaching.
