Essentials of Consumer Behavior av Debra L. (University of Portland USA) Stephens

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<P>This thoroughly updated second edition of <B>Essentials of Consumer Behavior</B> offers a concise alternative to traditional textbooks with a practice-based approach.</P><P></P><P>Stephens emphasizes that consumer behavior does not simply equate to buyer behavior. She examines the thoughts, feelings, and behaviors that shape consumers¿ attitudes and motivations in relation to brands, products, and marketing messages. The new edition of this concise guide to the discipline offers comprehensive coverage of issues including:</P><P></P><UL><P><LI>Technology now integrated into all chapters</LI><P></P><P><LI>Consumer vulnerability, expanded beyond young consumers and persons with disabilities to include the economically disadvantaged and those marginalized because of ethnicity and gender</LI><P></P><P><LI>Consumers¿ roles in the lives of nonhuman animals, with extensive discussion of the consumer journey toward acquiring an animal companion and the impact of pet ownership on consumers¿ n