Beyond Consumer Behavior: How Buying Habits Shape Identity
Solomon’s Consumer Behavior: Buying, Having, and Being 12th global edition deepens the study of consumer behavior into an investigation of how not having (or having) certain products affects our lives. Esteemed author Professor Solomon looks at how possessions influence how we feel about each other and ourselves, especially in the canon of the digital age and social media.
In the 12th Edition (global), Solomon has updated and revised the content to reflect major marketing trends and changes that impact the study of consumer behavior. Since we are all consumers, many of the topics have both personal and professional relevance to college students, making it easy to apply them outside of the classroom. The updated textbook is rich with up-to-the-minute discussions on a range of topics such as “Meerkating,” “Dadvertising,” and the “Digital Self” to maintain an edge in the fluid and evolving field of consumer behavior.
NOTE: This is the PDF of the eBook edition, not the US edition.