By Michael R Solomon; et al
'Consumer Behaviour' satisfies the necessity for a entire, available and modern textbook which supplies major weighting to issues.
content material: part I shoppers on the market bankruptcy 1 shoppers ideas part II shoppers as participants bankruptcy 2 belief bankruptcy three studying and reminiscence bankruptcy four Motivation and Values bankruptcy five The Self bankruptcy 6 character and life bankruptcy 7 Attitudes bankruptcy eight angle switch and Interactive Communications part III shoppers as selection Makers bankruptcy nine person determination Making bankruptcy 10 purchasing and Disposing bankruptcy eleven crew impression and Opinion management bankruptcy 12 Organizational and family selection Making part IV: shoppers and Subcultures bankruptcy thirteen source of revenue and Social category bankruptcy 14 Ethnic, Racial, and spiritual Subcultures bankruptcy 15 Age Subcultures part V: shoppers and tradition bankruptcy 15 Cultural impacts on purchaser habit bankruptcy 17 The production and Diffusion of world Cons
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Extra resources for Consumer behaviour : a European perspective
57 Many researchers play a role in formulating or evaluating public policies, such as ensuring that products are labelled accurately, that people can comprehend important information presented in advertising, or that children are not exploited by programme-length toy commercials masquerading as television shows. Of course, to a large degree consumers are dependent on their governments to regulate and police safety and environmental standards. The extent of supervision may depend on such factors as the national political and cultural climate.
One of the most common and stinging criticisms of marketing is that marketing techniques (especially advertising) are responsible for convincing consumers that they ‘need’ many material goods and that they will be unhappy and somehow inferior if they do not have these ‘necessities’. The issue is complex, and one that is certainly worth considering: do marketers give people what they want, or do they tell people what they ought to want? Philosophers have approached this issue when considering the concept of free will.
One influential critic even argued that the problem is that we are not materialistic enough – that is, we do not sufficiently value goods for the utilitarian functions they deliver, but instead focus on the irrational value of goods for what they symbolize. According to this view, ‘Beer would be enough for us, without the additional promise that in drinking it we show ourselves CONSUMER BEHAVIOUR AS A FIELD OF STUDY 23 to be manly, young at heart, or neighbourly. ’65 Such arguments seem somewhat outdated at the beginning of the twenty-first century, when advertising has been embraced as an art form in itself.