Description - Consumer Behavior Analysis by Donald A. Hantula
Consumption is the primary economic activity in a post-industrial society. We are consumers, not producers. Consumer Behavior Analysis is leading heterodox marketing scholarship and innovative applied behavioral work, with much to offer both constituencies. These chapters show how Consumer Behavior Analysis fits within a larger-scale approach to Marketing, Consumer Psychology, Behavior Analysis and Organizational Behavior Management. Describing both theoretical analyses as well as empirical studies including laboratory experiments in e-commerce, in-store experiments in grocery shopping, and an analysis of the counterfeit goods market, this book is a working example of translational research. Marketing managers will find tools and studies to help understand contemporary consumer behavior. Scholars will appreciate the theory and real-world applications evident in each chapter when considering their own research direction. All students of marketing theory, behavior analysis, and consumer choice will find this collection a thought-provoking tool for further understanding of a new behavioral approach to marketing strategy, consumer decisions and marketing firms.
This book was originally published as a special issue of the Journal of Organizational Behavior Management.
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