Consumer Behavior
Building Marketing Strategy
By: David L. Mothersbaugh, Del I. Hawkins, Susan Bardi Kleiser
About This Book
"Marketing attempts to influence the way consumers behave. These attempts have implications for the organizations making them, the consumers they are trying to influence, and the society in which these attempts occur. We are all consumers, and we are all members of society, so consumer behavior, and attempts to influence it, is critical to all of us. This text is designed to provide an understanding of consumer behavior. This understanding can make us better consumers, better marketers, and better citizens"--
AI Overview
Title: Consumer Behavior: Building Marketing Strategy Authors: David L. Mothersbaugh, Del I. Hawkins, Susan Bardi Kleiser Edition: 14th Edition (2022), 15th Edition (2025)
Overview
"Consumer Behavior: Building Marketing Strategy" is a comprehensive textbook that provides students with a strategic understanding of consumer behavior. The book is designed to build on theoretical foundations, offering practical insights that can be applied in real-world marketing scenarios. It covers a wide range of topics, including external and internal influences on consumer behavior, the consumer decision process, and contemporary marketing trends.
Key Themes
External Influences:
- Cross-Cultural Variations: Chapter 2 explores how consumer behavior varies across different cultures.
- Changing American Society: Chapters 3, 4, and 5 delve into the changing values, demographics, and subcultures in American society.
- Group Influences: Chapter 7 examines how groups influence consumer behavior.
Internal Influences:
- Perception: Chapter 8 discusses the role of perception in shaping consumer behavior.
- Learning, Memory, and Product Positioning: Chapter 9 explores how learning and memory impact product positioning.
- Motivation, Personality, and Emotion: Chapter 10 examines the motivational factors, personality traits, and emotional influences on consumer behavior.
- Attitudes and Influencing Attitudes: Chapter 11 discusses the formation and change of attitudes.
- Self-Concept and Lifestyle: Chapter 12 explores how self-concept and lifestyle influence consumer behavior.
Consumer Decision Process:
- Situational Influences: Chapter 13 discusses situational factors that influence consumer decision-making.
- Consumer Decision Process and Problem Recognition: Chapter 14 outlines the stages of the consumer decision process, starting with problem recognition.
- Information Search: Chapter 15 examines how consumers search for information before making a purchase.
- Alternative Evaluation and Selection: Chapter 16 discusses the evaluation and selection of alternatives.
- Outlet Selection and Purchase: Chapter 17 focuses on the selection of purchase outlets and the final purchase decision.
- Post Purchase Processes, Customer Satisfaction, and Customer Commitment: Chapter 18 explores post-purchase processes, customer satisfaction, and commitment.
Critical Reception
The book has received positive reviews for its comprehensive coverage of consumer behavior and its strategic approach to marketing. The 14th edition was praised for integrating ethics and social issues in marketing, as well as consumer insights, making the material more engaging and relevant to contemporary marketing practices. The 15th edition, published in 2025, is tech-forward, featuring the Connect with SmartBook 2.0, which enhances the learning experience with interactive features.
Editions
- 14th Edition (2022): This edition builds on the previous versions, incorporating recent changes in internet, mobile, and social media marketing, ethnic subcultures, and global marketing environments.
- 15th Edition (2025): This edition is updated with strategy-based examples and is tech-forward in both format and content, featuring the Connect with SmartBook 2.0.
Conclusion
"Consumer Behavior: Building Marketing Strategy" by David L. Mothersbaugh, Del I. Hawkins, and Susan Bardi Kleiser is a seminal textbook in the field of marketing. It provides a thorough understanding of consumer behavior, covering both theoretical foundations and practical applications. The book's comprehensive coverage, strategic approach, and integration of contemporary marketing trends make it an essential resource for students and professionals in the field of marketing.