CONSUMER BEHAVIOR combines a foundation in key concepts from marketing, psychology, sociology, and anthropology with a highly practical focus on real-world applications for today's business environment. The new edition of this popular, pioneering text incorporates the latest cutting-edge research and current business practices, including extensive coverage of social media influences, increased consumer power, emerging neuroscience findings, and emotion in consumer decision making. In addition, the Sixth Edition includes an increased emphasis on social responsibility and ethics in marketing. With even more real-world examples and application exercises, including new opening examples and closing cases in every chapter, CONSUMER BEHAVIOR provides a thorough, yet engaging and enjoyable guide to this essential subject, enabling students and professionals alike to master the skills they need to succeed.

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Rik Pieters, Ph.D., is professor of marketing in the Tilburg School of Economics and Management (TISEM) of Tilburg University, the Netherlands. He received his doctorate in social psychology from the University of Leiden in 1989. Dr. Pieters believes in interdisciplinary work and that imagination, persistence and openness to surprise are a person’s biggest assets. He has published more than 90 articles in marketing, psychology, economics and statistics. His work has appeared in Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Science, Management Science, and International Journal of Research in Marketing. Dr. Pieters has published in the Journal of Personality and Social Psychology, Organizational Behavior and Human Decision Processes, European Journal of Social Psychology, Emotion, Psychological Science, and Journal of Economic Literature. His research concerns attention and memory processes in marketing communication and the role of emotions in consumer decision making. He has served as co-chair of the Association for Consumer Research annual conference and has co-organized special conferences on visual marketing, social communication, and service marketing and management. He has taught internationally at Pennsylvania State University; University of Innsbruck, Austria; Koc University, Turkey; and the University of Auckland, New Zealand. Dr. Pieters has been strategy director for national and international clients at the Prad/FCB Advertising Agency, Amsterdam office. He bakes bread, rides bikes, and drinks hoppy, fermented barley beverages -- all except the first in moderation.

Wayne D. Hoyer, Ph.D., holds the James L. Bayless/William S. Farish Fund Chair for Free Enterprise in the Department of Marketing at the McCombs School of Business. He received his doctorate, Master of Science and Bachelor of Science from Purdue University. His major area of study is consumer psychology and his research interests include consumer information processing and decision making, customer relationship management and consumer brand sabotage as well as advertising information processing (including miscomprehension, humor and brand personality). Dr. Hoyer has published more than 100 articles in academic journals such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, and other marketing and psychology forums. His 1998 article on assortment perceptions (with Susan Broniarczyk and Leigh McAlister) won the 2003 O’Dell Award from the American Marketing Association. He has received an honorary doctorate from the University of Bern in Switzerland and been the Montezemolo Visiting Research Fellow in the Judge School of Business. He is a Visiting Fellow of Sidney Sussex College at the University of Cambridge (United Kingdom). Dr. Hoyer has taught internationally at the University of Cambridge (United Kingdom), University of Mannheim, the University of Muenster, the Otto Beisheim School of Management (Germany), the University of Bern (Switzerland), and Thammasat University (Bangkok, Thailand).

Deborah MacInnis, Ph.D., is a professor emerita of marketing at USC’s Marshall School of Business and is also Charles L. and Ramona I. Hilliard Professor of Business Administration. She received her doctorate in marketing from the University of Pittsburgh and her Bachelor of Science in psychology from Smith College. Her work focuses on emotions, information processing and branding. She is a fellow of the American Marketing Association, the Association for Consumer Research, and the Society for Consumer Psychology. She has also won a lifetime achievement award from the American Marketing Association’s Consumer Behavior Special Interest Group as well as from the University of Southern California. She has received the Journal of Marketing’s Alpha Kappa Psi and Maynard Awards for the papers that make the greatest contribution to marketing thought as well as the Long-Term Contribution Award from the Review of Marketing Research. Dr. MacInnis has served as co-editor and associate editor of the Journal of Consumer Research and associate editor for the Journal of Marketing and the Journal of Consumer Psychology. In addition to co-authoring CONSUMER BEHAVIOR, she has several edited volumes on branding and co-authored a book on developing, enhancing and leveraging brand admiration. She is former treasurer and president of the Association for Consumer Research and former Vice President of Conferences and Research for the American Marketing Association’s academic council. She is the winner of local and national teaching awards. Dr. MacInnis has also served the Marshall School of Business as vice of research and strategy and vice dean of the undergraduate program. Her consulting includes work with major consumer packaged goods companies, business-to-business marketers and advertising agencies. She enjoys reading, walking, music and art. She adores her family and pets.

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