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Consumer Behavior: Building Marketing Strategy
Consumer Behavior: Building Marketing Strategy

Consumer Behavior: Building Marketing Strategy, 15th Edition

ISBN10: 1266131612 | ISBN13: 9781266131615
By Delbert Hawkins, Susan Bardi Kleiser and David Mothersbaugh
© 2024

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* The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.

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Consumer Behavior: Building Marketing Strategy builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in internet, mobile and social media marketing, ethnic subcultures, internal and external influences, global marketing environments, and other emerging trends. Updated with strategy-based examples from an author team with a deep understanding of each principle's business applications, the fourteenth edition contains current and classic examples of both text and visual advertisements throughout to engage students and bring the material to life. Topics such as ethics and social issues in marketing as well as consumer insights are integrated throughout the text and cases.  The 15th edition of Mothersbaugh/Hawkins is tech-forward in both format and content, featuring the Connect with SmartBook 2.0. <="" body="">


Chapter 1: Consumer Behavior and Marketing Strategy  


Chapter Two: Cross-Cultural Variations in Consumer Behavior  

Chapter Three: The Changing American Society: Values  

Chapter Four: The Changing American Society: Demographics and Social Stratification  

Chapter Five: The Changing American Society: Subcultures  

Chapter Six: The American Society: Families and Households  

Chapter Seven: Group Influences on Consumer Behavior  

Part Two Cases: Cases 2–1 through 2–8  


Chapter Eight: Perception  

Chapter Nine: Learning, Memory, and Product Positioning  

Chapter Ten: Motivation, Personality, and Emotion  

Chapter Eleven: Attitudes and Influencing Attitudes  

Chapter Twelve: Self-Concept and Lifestyle  

Part Three Cases: Cases 3–1 through 3–9  


Chapter Thirteen: Situational Influences  

Chapter Fourteen: Consumer Decision Process and Problem Recognition  

Chapter Fifteen: Information Search  

Chapter Sixteen: Alternative Evaluation and Selection  

Chapter Seventeen: Outlet Selection and Purchase  

Chapter Eighteen: Post Purchase Processes, Customer Satisfaction, and Customer Commitment  

Part Four Cases: Cases 4–1 through 4–8 


Chapter Nineteen: Organizational Buyer Behavior  

Part Five Cases: Cases 5–1 and 5–2  


Chapter Twenty: Marketing Regulation and Consumer Behavior  

Part Six Cases: Cases 6–1 and 6–2  

APPENDIX A: Consumer Research Methods  

APPENDIX B: Consumer Behavior Audit  

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About the Author

Delbert Hawkins

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.  Del’s 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.

Susan Bardi Kleiser

Susan Bardi Kleiser, Ph.D., is Teaching Professor in Marketing at the University of Notre Dame. Prior to joining the faculty in the Mendoza School of Business, she served as a faculty member for 17 years in the Neeley School of Business at Texas Christian University. Susan’s teaching and research interests include consumer decision making, marketing research and analytics, product and brand management, digital marketing and social media, as well as business ethics and international marketing. Her research has been published in numerous scholarly journals and conference proceedings in marketing, business, and psychology. Susan’s teaching portfolio, for which she has won a top teaching award, encompasses a wide variety of courses including international experiences in Europe and thesis advising. Susan has led and served on many academic committees, and actively serves in the community at large.

David Mothersbaugh

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 27 years. David’s teaching and research are in the areas of consumer behavior, advertising, services marketing, and marketing strategy. David has published some 25 reference 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.


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