CONSUMER BEHAVIOR

Active field researchers and award-winning teachers, Hoyer and MacInnis provide undergraduate students with an accessible and highly topical introduction to consumer behavior. A broad conceptual model of consumer behavior helps student to see how all chapter topics tie together, and real-world examples reinforce each concept and theoretical principle under review. The text also offers a strong marketing perspective, focusing on the implications of consumer behavior research for marketers. Updated to reflect the most recent research and examples, the Third Edition has been carefully revised to help further increase students' interest and understanding of the material.