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Consumer Behavior : Buying, Having, and Being (Eastern Economy Edition), by Michael R. Solomon
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Book by Michael R. Solomon
- Sales Rank: #2398285 in Books
- Brand: Brand: Prentice Hall India
- Published on: 2009
- Original language: English
- Dimensions: .0" h x .0" w x .0" l, 1.10 pounds
- Binding: Paperback
- 720 pages
- Used Book in Good Condition
Most helpful customer reviews
8 of 8 people found the following review helpful.
Useful Information with a Well Done Layout
By Lisa Shea
I am about to graduate from Northeastern and this was the book for one of my final elective courses, Consumer Behavior. I run several websites so it is absolutely critical to me to understand how web visitors think about content, make selections, and build affinities with brands. The book provided wonderful information in all areas.
The book is full color and provides a wealth of examples of ads, labels, and other material so you can understand what is being presented. You can see visually how some styles of promotions draw users in, while others repel the users to convince them to stop doing something (for example, using drugs). The book uses real life stories mixed in with theoretical explanations to help you explain the concepts.
There is a good mix of cross-cultural information, to help readers understand how marketing to an American audience differs from marketing to the Chinese, for example. It also delves thoroughly into sub cultures, from African Americans to tweens to Harley riders. It discusses the challenges of narrowing down social class in our mobile society. It discusses how buyers have ongoing "wars" in their heads between the rational decision making process and the emotion-driven pleasure center.
I enjoyed the book immensely and found much of its material immediately valuable for my daily work. I imagine most people who read this will find it helpful, if not for what they do for a living, then in how they themselves are being marketed to and are making decisions.
I have a minor "factual" issue I'd like to point out. On page 535 the author perpetuates the myth that we don't throw rice at weddings now because it makes birds' stomachs' explode. This absolutely is NOT TRUE. Birds eat rice naturally and their bodies deal with it fine, even when it's not cooked. There were no rice cookers in nature :). The reason churches asked people to stop throwing rice is that it's a royal pain to clean up.
So, that point aside, I do recommend the book.
I purchased this book with my own funds to take my class.
3 of 3 people found the following review helpful.
First class text- engaging to read
By M. Sample
This text is not only well organized, but the humorous narrative through the text keeps you laughing while learning. No doubt the authors have found through their research that humor engages the learning centers in the brain while keeping the student's attention. Highly recommended. Consumer psychology is not as intuitive as one might think but the authors do a great job of systematically breaking the concepts down into digestible sections. Highly recommended for MBAs in marketing fields.
3 of 3 people found the following review helpful.
Bought this for a recent semester
By Brian Robbins
Good textbook with a lot of interesting articles and illustrations.
I bought the 6th Ed because my teacher said it was basically the same as the 7th Ed. He was right... the book was almost identical to the 7th Ed book that others in my class were shelling out much more money for. The only difference b/w this and the 7th Ed that you'll notice is that some stuff is a page off.
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