- Paperback: 700 pages
- Publisher: Prentice Hall Ptr; 4 edition (January 21, 2010)
- Language: English
- ISBN-10: 027371726X
- ISBN-13: 978-0273717263
- Product Dimensions: 1.2 x 7.8 x 10 inches
- Shipping Weight: 3 pounds
- Average Customer Review: 4.3 out of 5 stars See all reviews (132 customer reviews)
- Amazon Best Sellers Rank: #3,919,395 in Books (See Top 100 in Books)
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
Consumer Behaviour: A European Perspective 4th Edition
Use the Amazon App to scan ISBNs and compare prices.
The Amazon Book Review
Author interviews, book reviews, editors picks, and more. Read it now
Customers who viewed this item also viewed
What other items do customers buy after viewing this item?
About the Author
Michael R. Solomon, Ph.D.,joined the Haub School of Business at Saint Joseph's University in Philadelphia as Professor of Marketing in 2006, where he also serves as Director of the Center for Consumer Research. In addition to this book, he is also the co-author of the widely-used text book Marketing: Real People, Real Decisions. Gary J. Bamossy, Ph.D.,is Professor of Marketing at the McDonough School of Business, Georgetown University, in Washington D.C. Soren Askegaardis Professor of Marketing at the University of Southern Denmark. He has a post-graduate Diploma in Communication Studies from the Sorbonne University, Paris and Ph.D. in Business Studies from Odense University, 1993. Margaret K. Hogg holds the Chair of Consumer Behaviour and Marketing in the Department of Marketing at Lancaster University Management School (LUMS).
If you are a seller for this product, would you like to suggest updates through seller support?
Top Customer Reviews
The book is full color and provides a wealth of examples of ads, labels, and other material so you can understand what is being presented. You can see visually how some styles of promotions draw users in, while others repel the users to convince them to stop doing something (for example, using drugs). The book uses real life stories mixed in with theoretical explanations to help you explain the concepts.
There is a good mix of cross-cultural information, to help readers understand how marketing to an American audience differs from marketing to the Chinese, for example. It also delves thoroughly into sub cultures, from African Americans to tweens to Harley riders. It discusses the challenges of narrowing down social class in our mobile society. It discusses how buyers have ongoing "wars" in their heads between the rational decision making process and the emotion-driven pleasure center.
I enjoyed the book immensely and found much of its material immediately valuable for my daily work. I imagine most people who read this will find it helpful, if not for what they do for a living, then in how they themselves are being marketed to and are making decisions.
I have a minor "factual" issue I'd like to point out. On page 535 the author perpetuates the myth that we don't throw rice at weddings now because it makes birds' stomachs' explode. This absolutely is NOT TRUE. Birds eat rice naturally and their bodies deal with it fine, even when it's not cooked. There were no rice cookers in nature :). The reason churches asked people to stop throwing rice is that it's a royal pain to clean up.
So, that point aside, I do recommend the book.
I purchased this book with my own funds to take my class.
I bought the 6th Ed because my teacher said it was basically the same as the 7th Ed. He was right... the book was almost identical to the 7th Ed book that others in my class were shelling out much more money for. The only difference b/w this and the 7th Ed that you'll notice is that some stuff is a page off.