Consumer Behavior; Buying, Having, and Being (13th Edition)

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Book Description

“Consumer Behavior: Buying, Having, and Being (13th Edition)” by Michael R. Solomon is a renowned and authoritative textbook that explores the intricacies of consumer behavior. Aimed at students and professionals in marketing and business, this edition provides a comprehensive and contemporary understanding of the factors that influence consumer choices.

The book delves into the psychological, social, and cultural aspects that shape consumer behavior. Solomon presents a balanced mix of theory and practical applications, offering insights into how consumers make decisions in the marketplace. The title “Buying, Having, and Being” reflects the three major perspectives the book takes in understanding consumer behavior:

1. Buying: Examining the decision-making process that consumers go through when making a purchase. This includes the internal and external factors that influence choices, such as motivation, perception, and cultural influences.
2. Having: Focusing on the ownership and possession of products and the impact they have on an individual's identity and lifestyle. This perspective explores the relationship between consumers and their possessions.
3. Being: Investigating how consumers construct their identities through consumption. This involves understanding how individuals express themselves and their values through the products they buy.

Solomon's approach is not only comprehensive but also contemporary, considering the impact of digital technology, social media, and changing cultural trends on consumer behavior. The book incorporates real-world examples, case studies, and practical applications to illustrate key concepts, making it relevant and engaging for readers.

In addition to its academic rigor, “Consumer Behavior: Buying, Having, and Being” is known for its readability and accessibility. Solomon employs a clear and engaging writing style, making complex theories and concepts understandable for a wide range of readers.

Overall, this textbook serves as an invaluable resource for students and professionals seeking to understand the complexities of consumer behavior in the modern marketplace. By exploring the dimensions of buying, having, and being, Solomon provides a holistic view that enriches the reader's understanding of the dynamic relationship between consumers and the products they encounter in their daily lives.