Consumer Behavior with DDB Life Style StudyTM Data Disk

Del I. Hawkins, Ph.D., is Emeritus Professor of Marketing at the University of Oregon. Del is a specialist in the areas of marketing strategy, entrepreneurship, and consumer behavior. He has been involved extensively in global executive management training, has taught extensively around the world including Japan, Germany, and Grenada, and has won the outstanding MBA teaching award at Oregon several times. Dels research has been published in many prestigious marketing journals and he authored two other textbooks in marketing research and research methods. Del has served in many high-level administrative roles at Oregon including Associate and Acting Dean of the Lundquist College of Business at the University of Oregon. David L. Mothersbaugh, Ph.D., is Professor and Robert C. Morrow Faculty Fellow at The University of Alabama, where he has served as a faculty member or administrator for 24 years. David 's teaching and research are in the areas of consumer behavior, advertising, services marketing, and marketing strategy. David has published some 25 refereed journal articles and conference proceedings, has won a number of research excellence awards, and has served on 17 dissertation committees. His teaching has earned him numerous awards at the undergraduate and executive education level. He is currently the Associate Dean for Undergraduate and International Programs at the Culverhouse College of Business where he oversees the development and deployment of various student engagement and success initiatives focusing on high-impact practices. David's prior administrative roles at UA have also involved student-focused program development and include Marketing Department Head, Acting Director of Global Business, and Founding Director of the UA Services Marketing Program. University Of Oregon

Brief ContentsPart OneIntroduction Chapter 1Consumer Behavior and Marketing Strategy Part TwoExternal Influences Chapter 2Cross-Cultural Variations in Consumer Behavior Chapter 3The Changing American Society: Values Chapter 4The Changing American Society: Demographics and Social Stratification Chapter 5The Changing American Society: Subcultures Chapter 6The American Society: Families and Households Chapter 7Group Influences on Consumer BehaviorPart Two CasesCases 2–1 through 2–9 Part ThreeInternal Influences Chapter 8Perception Chapter 9Learning, Memory, and Product Positioning Chapter 10Motivation, Personality, and Emotion Chapter 11Attitudes and Influencing Attitudes Chapter 12Self-Concept and LifestylePart Three CasesCases 3–1 through 3–10 Part FourConsumer Decision Process Chapter 13Situational Influences Chapter 14Consumer Decision Process and Problem Recognition Chapter 15Information Search Chapter 16Alternative Evaluation and Selection Chapter 17Outlet Selection and Purchase Chapter 18Postpurchase Processes, Customer Satisfaction, and Customer CommitmentPart Four CasesCases 4–1 through 4–8 Part FiveOrganizations as Consumers Chapter 19Organizational Buyer BehaviorPart Five CasesCases 5–1 and 5–2 Part SixConsumer Behavior and Marketing Regulation Chapter 20Marketing Regulation and Consumer BehaviorPart Six CasesCases 6–1 and 6–2 Appendix A Consumer Research MethodsAppendix B Consumer Behavior AuditIndexes