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Consumer Behavior 9th Edition

3.9 out of 5 stars 12 customer reviews
ISBN-13: 978-0073404769
ISBN-10: 0073404764
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Editorial Reviews

About the Author

J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison.  He has won many awards for his contributions through research, textbooks, and education.

The Earl P. Strong Executive Education Professor of Marketing at Pennsylvania State University. He joined Penn Sate in 1971 after receiving his Ph.D. in consumer psychology from Purdue University. At Penn State, he has taught Consumer Behavior, Marketing Management, Advertising and Promotion Management, Research Methods, and Marketing Theory.
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Product Details

  • Hardcover: 576 pages
  • Publisher: McGraw-Hill Education; 9 edition (December 21, 2009)
  • Language: English
  • ISBN-10: 0073404764
  • ISBN-13: 978-0073404769
  • Product Dimensions: 8 x 1 x 10.7 inches
  • Shipping Weight: 2.7 pounds (View shipping rates and policies)
  • Average Customer Review: 3.9 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #289,736 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Hardcover
Consumer Behavior
This book has done a very good job of integrating consumer behavior into the marketing curriculum. I am a marketing student and have I gained a lot of knowledge and skills necessary to perform useful consumer analyses for developing effective marketing strategies from this book. The book has covered the four major parts of the Wheel of Consumer Analysis that is consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy very well in details.
In particular I was interested in marketing strategies and how the marketing stimuli, such as products, packages, advertisements, sales promotions, stores, Web sites, and price information, are placed in consumer environments to influence consumers decision making and how their cognition and behavior is affected by the strategy. The author has also integrated Marketing Strategy in Action by concluding each chapter with a case study that focuses on marketing strategy and consumer analysis issues facing real companies. These short cases help to integrate consumer behavior information into the marketing strategy development process in our everyday lives.
The book also has a well detailed review and discussion questions that emphasizes the applications and deeper understanding of all the chapter materials which are very easy to follow especially for someone studying for exams and even for better understanding. I would highly recommend this book to marketing majors since they will benefit from it a lot.
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Format: Hardcover Verified Purchase
Consumer behavior can be such an exciting and interesting subject. This textbook is mediocre at best. It doesn't expound on the material or examples in a way that reinforces its teaching. I am taking a consumer behavior course right now and thinking of purchasing a different textbook to supplement.
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Format: Hardcover
Poorly written and the layout is just off. Why spend 1/2 a page describing what we'll learn (or not) in the "next" chapter.
One of the worst texts out of 12 classes taken so far.
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By Cmc on April 23, 2013
Format: Kindle Edition Verified Purchase
Very informative. Would recommend to other users. The kindle version was helpful . Quick key word search. And easy to read.
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Format: Hardcover Verified Purchase
interesting case studies are in this book I bought it for class because the teacher required it for us to read
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Format: Hardcover Verified Purchase
This used book is actually in good condition, but just with some smells... But anyway, it's not a new book.
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