Consumer Behavior

PART I: CONSUMER BEHAVIOR AND MARKETING STRATEGY. 1. Understanding Consumer Behavior and Consumer Research. 2. Consumer Focused Strategy: Segmentation and Positioning. 3. Branding Strategy and Consumer Behavior. PART II: CONSUMER INFORMATION PROCESSING. 4. Consumer Perception. 5. Learning and Memory. 6. Automatic Information Processing. 7. Motivation and Emotion. 8. Attitude and Judgment Formation and Change. PART III: CONSUMER DECISION MAKING. 9. The Consumer Decision Making Process. 10. Product Consideration, Evaluation, and Choice. 11. Behavioral Decision Theory. PART IV: CONSUMER SOCIAL INFLUENCES AND CONTEMPORARY STRATEGIES FOR MARKETERS. 12. Self-Concept and Personality. 13. Social Influence and Behavioral Compliance. 14. The Influence of Culture and Values. 15. The Influence of Demography. 16. Contemporary Strategies in Reaching Consumers. 17. Engaging Consumers Through Online Marketing. PART V: MANAGERIAL DECISION MAKING (ONLINE CHAPTERS). 18. Biases in Managerial Decision Making. 19. Strategies for Improving Managerial Decision Making.

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 Psychology, and Journal of Economic Psychology, Psychology and Marketing, and Journal of Marketing Communications. Dr. Cline is widely cited in the popular press, including USA Today, Psychology Today, CBS News, The LA Times, MSNBC, and The Washington Times. Dr. Cline also serves as head coach for the men's and women's golf teams for Saint Vincent College, hosted at Arnold Palmer's Latrobe Country Club in Latrobe, PA Maria Cronley is a professor of marketing in the Farmer School of Business at Miami University. Dr. Cronley joined Miami 2002 and teaches classes in consumer behavior, developing consumer insights, and customer acquisition. She received a B.S. in business from Bowling Green State University, and a Ph.D. in marketing, with a secondary specialization in social psychology, from the University of Cincinnati. Her primary research interests center on consumer judgment and decision processes, with specific emphasis in the areas of inference and selective information processing, persuasion, and practices related to health services marketing. She sits on the Editorial Review Board for the Journal of Consumer Psychology, and has published numerous articles in scholarly journals, including the Journal of Consumer Research, Journal of Consumer Psychology,