This Vs That - Consumer Behavior 9th Edition

With a strong empirical and market segmentation approach, this book focuses on how the Internet has changed the way people obtain information about potential purchases, giving readers the most up-to-date material on how technology is changing thier lives as consumers. The Thirty-two minicases help readers learn by applying the theory, drawing on curent business news to demonstrate specific consumer behavior concepts

This edition now includes thirty-two Active Learning minicases. A clear consumer decision making model is set out in each chapter to facilitate learning–presented in the first chapter, this model serves as a structural framework for the concepts–the building blocks–examined in the following chapters. The book's final chapter ties all of these concepts together so readers see the interrelationships and relevance of individual concepts to consumer decision-making

For those studying consumer behavior and/or marketing