Author Description

Product Description This wide-ranging yet focused text provides an informative introduction to consumer behavior supported by in-depth, scientifically grounded coverage of key principles and applications. CONSUMER BEHAVIOR, First Edition, devotes ample attention to "classic" consumer behavior topics, including consumer information processing, consumer decision making, persuasion, and the role of culture and society on consumer behavior. In addition, this innovative new text explores important current topics and trends relevant to modern consumer behavior, such as international and ethical perspectives, an examination of contemporary media, and a discussion of online tactics and branding strategies. This versatile text strikes an ideal balance among theoretical concepts, cutting-edge research findings, and applied real-world examples that illustrate how successful businesses apply consumer behavior to develop better products and services, market them more effectively, and achieve a sustainable competitive advantage. With its strong consumer-focused, strategy-oriented approach, CONSUMER BEHAVIOR, First Edition, will serve students well in the classroom and help them develop the knowledge and skills to succeed in the dynamic world of modern business. About the Author Frank R. Kardes is the Donald E. Weston Professor of Marketing at the College of Business at the University of Cincinnati. He is a recipient of the Distinguished Scientific Achievement Award of the Society for Consumer Psychology, and a Fellow of the American Psychological Association, the American Psychological Society, the Society for Consumer Psychology, the Society for Experimental Social Psychology, and the Society for Personality and Social Psychology. His research focuses on omission neglect, consumer judgment and inference processes, persuasion and advertising, and consumer and managerial decision making. He has published in many leading scientific journals