Consumer Behavior: Building Marketing Strategy ISE

David L. Mothersbaugh, Ph.D., is Professor and Robert C. Morrow Faculty Fellow at The University of Alabama, where he has served as a faculty member or administrator for 27 years. David’s teaching and research are in the areas of consumer behavior, advertising, services marketing, and marketing strategy. David has published some 25 reference journal articles and conference proceedings, has won a number of research excellence awards, and has served on 17 dissertation committees. His teaching has earned him numerous awards at the undergraduate and executive education level. He is currently the Associate Dean for Undergraduate and International Programs at the Culverhouse College of Business where he oversees the development and deployment of various student engagement and success initiatives focusing on high-impact practices. David’s prior administrative roles at UA have also involved student-focused program development and include Marketing Department Head, Acting Director of Global Business, and Founding Director of the UA Services Marketing Program. University Of Oregon Susan Bardi Kleiser, Ph.D., is Teaching Professor in Marketing at the University of Notre Dame. Prior to joining the faculty in the Mendoza School of Business, she served as a faculty member for 17 years in the Neeley School of Business at Texas Christian University. Susan’s teaching and research interests include consumer decision making, marketing research and analytics, product and brand management, digital marketing and social media, as well as business ethics and international marketing. Her research has been published in numerous scholarly journals and conference proceedings in marketing, business, and psychology. Susan’s teaching portfolio, for which she has won a top teaching award, encompasses a wide variety of courses including international experiences in Europe and thesis advising. Susan has led and served on many academic committees, and actively serves in the community at large. Del I. Hawkins, Ph.D., is Emeritus Professor of Marketing at the University of Oregon.  Del is a specialist in the areas of marketing strategy, entrepreneurship, and consumer behavior. He has been involved extensively in global executive management training, has taught extensively around the world including Japan, Germany, and Grenada, and has won the outstanding MBA teaching award at Oregon several times.  Del’s research has been published in many prestigious marketing journals and he authored two other textbooks in marketing research and research methods. Del has served in many high-level administrative roles at Oregon including Associate and Acting Dean of the Lundquist College of Business at the University of Oregon.

• PART ONE: INTRODUCTION Chapter 1: Consumer Behavior and Marketing Strategy  PART TWO: EXTERNAL INFLUENCES Chapter Two: Cross-Cultural Variations in Consumer Behavior  Chapter Three: The Changing American Society: Values  Chapter Four: The Changing American Society: Demographics and Social Stratification  Chapter Five: The Changing American Society: Subcultures  Chapter Six: The American Society: Families and Households  Chapter Seven: Group Influences on Consumer Behavior  Part Two Cases: Cases 2–1 through 2–8  PART THREE: INTERNAL INFLUENCES  Chapter Eight: Perception  Chapter Nine: Learning, Memory, and Product Positioning  Chapter Ten: Motivation, Personality, and Emotion  Chapter Eleven: Attitudes and Influencing Attitudes  Chapter Twelve: Self-Concept and Lifestyle  Part Three Cases: Cases 3–1 through 3–9  PART FOUR: CONSUMER DECISION PROCESS Chapter Thirteen: Situational Influences  Chapter Fourteen: Consumer Decision Process and Problem Recognition  Chapter Fifteen: Information Search  Chapter Sixteen: Alternative Evaluation and Selection  Chapter Seventeen: Outlet Selection and Purchase  Chapter Eighteen: Post Purchase Processes, Customer Satisfaction, and Customer Commitment  Part Four Cases: Cases 4–1 through 4–8 PART FIVE: ORGANIZATIONS AS CONSUMERS Chapter Nineteen: Organizational Buyer Behavior  Part Five Cases: Cases 5–1 and 5–2  PART SIX: COSUMER BEHAVIOR AND MARKETING REGULATION Chapter Twenty: Marketing Regulation and Consumer Behavior  Part Six Cases: Cases 6–1 and 6–2  APPENDIX A: Consumer Research Methods  APPENDIX B: Consumer Behavior Audit