Consumer Behavior

Dr. Ayalla Ruvio is an Associate Professor of Marketing at Michigan State University. She is the Academic Director of the Master of Science in Marketing Research. She is an applied consumer behavior researcher who focuses on issues such as identity and consumption, material versus experiential consumption, consumer arrogance, and cross-cultural consumer behavior. Her research has been published in refereed journals including the Journal of Academy of Marketing Science, International Journal of Research in Marketing, Journal of Product Innovation Management, and Leadership Quarterly. She is the coeditor of the volume on Consumer Behavior in the International Encyclopedia of Marketing and the book Identity and Consumption. Dr. Ruvio's research has been featured in numerous media outlets all over the world, including the CNN, TODAY show, Good Morning America, Time magazine, The New York Times, Forbes, Consumer Reports, The Daily Telegraph, The Atlantic, The Telegraph, and the Toronto STAR. https://broad.msu.edu/profile/aruvio Dawn Iacobucci is the E. Bronson Ingram Professor of Marketing at the Owen Graduate School of Management, Vanderbilt University. She was Senior Associate Dean for Owen (2008-2010), Professor of Marketing at the Kellogg School of Management, Northwestern University (1987-2004), the Coca-Cola Distinguished Professor of Marketing, Professor of Psychology and Head of the Marketing Department of the University of Arizona (2001-2002), and the John Pomerantz Professor of Marketing at Wharton, the University of Pennsylvania (2004-2007). She received her M.S. in Statistics, and M.A. and Ph.D. in Quantitative Psychology from the University of Illinois at Urbana-Champaign. Her research focuses on social networks and methodological questions. She has published in the Journal of Consumer Psychology, Journal of Marketing, Journal of Marketing Research, Journal of Service Research, Harvard Business Review, Marketing Science, International Journal of Research in Marketing, Psychometrika, Psychological Bulletin, and Social Networks. Iacobucci teaches Marketing Management, Marketing Research, Marketing Analytics, and Services Marketing to MBA and executive MBA students, and multivariate statistics and methodological topics in Ph.D. seminars. She was editor of both the Journal of Consumer Research and Journal of Consumer Psychology. She edited Networks in Marketing, Handbook of Services Marketing and Management, Kellogg on Marketing, and coedited with Bobby Calder, Kellogg on Integrated Marketing. Iacobucci authored Marketing Models: Multivariate Statistics and Modeling Analytics, 4th ed., Mediation Analysis, Analysis of Variance, 2nd ed., MM1-4, and Marketing Management, 6th ed. https://business.vanderbilt.edu/bio/dawn-iacobucci

Part I - Introduction: Consumer Behavior Insights         

1. Introduction: Consumers are Key to a Company’s Success          
2. Consumers’ Insights as Drivers of Marketing Strategies           
3. How (and Why) to Listen to Consumers
Part II - Consumer Buying Process         

4. How Consumers Make Decisions            
5. Post-Purchase Behavior         
6. The Irrational Consumer: Biases and Situational Effects on Consumers’ Decision-Making
Part III - Unveiling the Black Box of the Consumer Buying Process   

7. Consumer Motivation and Emotions           
8. Consumer Personality and Self-Concept           
9. Learning and Memory         
10. Consumer Attitude Formation and Change       
11. Consumers’ Perception        
12. Consumers’ Social and Cultural Context
Part IV - Diverse Perspectives That Comprise Us All         

13. The Global Consumer        
14. Social Media       
15. Do Good Consumption