CONSUMER
BEHAVIOR
How Humans
Think, Feel, and Act in the Marketplace
S.Y.N.O.P.S.I.S.
At this very minute, thousands of marketers are
pitching their products to millions of consumers around the world. From call
centers and in mall stores, on eBay and in media placements, in blogs and
vlogs, and through pop-ups and podcasts. How are consumers reacting to this
cacophony of slogans and promises? What persuades them to embrace some
marketplace offerings while spurning others?
Welcome to the fascinating world
of consumers. In this book, we describe, dissect, and discourse about Consumer
Behavior—human behavior in the world of goods. How we make our product choices
and then weave them into the tapestry of our lives. How we consume to sustain
and energize our bodies, feed our minds, and construct our identities.
In 21 chapters long and short, we define and
describe almost all of the concepts and principles of consumer behavior, spin
them into theories and models, and illustrate their applications for the
benefit of consumers as well as marketers. We take you, as well, on an
excursion, visiting enclaves of esoteric and enchanted consumption.
Through such excursion and forward-gazing, we bring our exploration to its logical fruition—to grasp the quintessential value of consumption, and to understand how we should, as marketers, fulfill marketing’s ultimate purpose: To become co-creators of consumption value humans seek.
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