Consumer Behavior: Science and Practice, International Edition

Part I: CONSUMER FOCUSED STRATEGY. 1. The Study of Consumer Behavior. 2. Consumer Segmentation and Positioning. Part II: HOW CONSUMERS MAKE DECISIONS. 3. Overview of Consumer Decision Making. 4. Consumer Evaluation and Choice. 5. Risk and Consumer Decision Making. Part III: HOW CONSUMERS PROCESS INFORMATION. 6. Consumer Perception and Attention. 7. Persuasion: Attitudes and Judgment. 8. Affect and Motivation. 9. The Role of Learning and Memory. 10. Automatic Information Processing. 11. The Role of Personality and Self-Concept. Part IV: THE INFLUENCE OF THE SOCIAL ENVIRONMENT AND CONTEMPORARY STRATEGIES FOR MARKETERS. 12. The Role of Values and Culture. 13. Persuasion Through Social Influence. 14. Contemporary Marketing Strategies. 15. Consumer Behavior Online. 16. Consumer Behavior and Branding Strategy. Part V: MANAGERIAL DECISION MAKING. 17. Biases in Managerial Decision Making. 18. Strategies for Improving Managerial Decision Making.

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 and is frequently invited to present his research at leading universities throughout the world including Wharton, Yale, Cornell, Chicago, Northwestern, Michigan, the Australian Graduate School of Management, the London Business School, the Hong Kong University of Science and Technology, and INSEAD (France). Dr. Kardes was an Editor of the Journal of Consumer Psychology, Advances in Consumer Research, and the Handbook of Consumer Psychology, and was an Associate Editor of the Journal of Consumer Research and the Journal of Consumer Psychology. He is currently Co-Editor of Marketing Letters. Thomas W. Cline is Professor of Marketing in the Alex G. McKenna School at Saint Vincent College, where he teaches courses in consumer behavior, marketing research, advertising and promotion, strategic marketing, and statistical methods. He is a recipient of the International Teaching Excellence Award from the Association of College Business Schools and Programs. Dr. Cline has twenty years experience as a marketing research consultant, specializing in surveys, experimental designs, and focus groups. He earned a Ph.D. at the University of Cincinnati and an MBA from the University of Virginia. Dr. Cline has published numerous articles in academic journals, including the Journal of Advertising, Journal of Consumer