Essentials of Consumer Behavior

The Essentials of Consumer Behavior offers an alternative to traditional textbooks for graduate students. Shorter than competing books, but no less rigorous, this book also includes unique material on vulnerable consumers and ethics not found in other books.

Balancing a strong academic foundation with a practical approach, 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 book is divided into four parts:

• Part I provides an overview of consumer behavior
• Part II explores the processes by which consumers create meaning from the messages and information they are bombarded with
• Part III focuses on vulnerable consumers, who are liable to be exploited by unscrupulous marketers and other consumers
• Part IV discusses changes in consumption practices as a result of new technology and greater emphasis on corporate social responsibility

The book is supported by a rich companion website offering videos, games, surveys, quizzes, further readings and more. It will be a valuable text for any graduate student of consumer behavior, as well as any interested consumers.

Debra L. Stephens is associate professor of marketing at the Pamplin School of Business Administration, University of Portland, USA. Her research focuses on consumer vulnerability, and emotional responses to marketing. She has published in leading journals, including the Journal of Consumer Research, the Journal of Public Policy and Marketing, and theJournal of Business Ethics.