David L. Loudon

Albert J. Della Bitta

Abstract: A college textbook discusses various theoretical concepts of consumer behavior and marketing research and their practical applications. The 21 chapters of the text are organized into 5 principal sections, covering: basic fundamentals and models for assessing consumer behavior; developing an understanding of consumer behavior relative to marketing strategies; environmental influences affecting consumer behavior from the general cultural, subcultural (i.e., ethnic), social class structure, family level, and personal influence standpoints; specific determinants of consumer behavior (e.g., motivational aspects; learning and memory aspects; self-conceptual factors; attitude characteristics and their modification); and factors influencing consumer decision processes, with respect to recognition of decision problems and purchasing processes and behavior. Photographs, charts, and tables are used extensively. Specific case studies are reviewed at the end of each of the 5 sections and each chaper includes discussion questons. (wz).

Albert J. Della Bitta

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