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 14th edition of Mothersbaugh / Hawkins is tech-forward in both format and content, featuring the addition of Connect with SmartBook 2.0.
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: Subculture
CHAPTER SIX: The American Society: Families and Households
CHAPTER SEVEN: Group Influences on Consumer Behavior
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
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
By prompting students to engage with key concepts, while continually adapting to their individual needs, Connect activates learning and empowers students to take control resulting in better grades and increased retention rates. Proven online content integrates seamlessly with our adaptive technology, and helps build student confidence outside of the classroom.
Available within Connect, SmartBook 2.0 is an adaptive learning solution that provides personalized learning to individual student needs, continually adapting to pinpoint knowledge gaps and focus learning on concepts requiring additional study. SmartBook 2.0 fosters more productive learning, taking the guesswork out of what to study, and helps students better prepare for class. With the ReadAnywhere mobile app, students can now read and complete SmartBook 2.0 assignments both online and off-line. For instructors, SmartBook 2.0 provides more granular control over assignments with content selection now available at the concept level. SmartBook 2.0 also includes advanced reporting features that enable instructors to track student progress with actionable insights that guide teaching strategies and advanced instruction, for a more dynamic class experience.
Your text has great instructor tools, like presentation slides, instructor manuals, test banks and more. Follow the steps below to access your instructor resources or watch the step-by-step video.
- To get started, visit connect.mheducation.com to sign in. (If you do not have an account, request one from your McGraw Hill rep. To find your rep, visit Find Your Rep)
- Then, under "Find a Title," search by title, author, or subject
- Select your desired title, and create a course. (You do not have to create assignments, just a course instance)
- Go to your Connect course homepage
- In the top navigation, select library to access the title's instructor resources