Consumer Behavior,
8th Edition

Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters

ISBN-13: 9780357721292
Copyright 2024 | Published
544 pages | List Price: USD $312.95

Hoyer/MacInnis/Pieters’ CONSUMER BEHAVIOR, 8th EDITION, draws key concepts from marketing, psychology, sociology and anthropology to present a strong foundation and highly practical focus on real-world applications to prepare students for today’s global business environment. Students examine the latest research and current business practices with a focus on consumer needs and goals, emotions and emotion regulation, perceptions and consumer inferences, branding, consumer experiences, influencer marketing, social media, political ideology, generational influences and more. Students explore controversies in consumer decision-making involving money, happiness and financial decision making, charity, health, materialism, and sustainability. Chapter updates in this edition emphasize social responsibility and ethics in marketing, scrutinizing both the dark side and constructive possibilities. Real-world examples, chapter exhibits, and application exercises provide practical relevance and help students master essential skills.


1. Understanding Consumer Behavior.
Appendix: Developing Information about Consumer Behavior.
2. Motivation, Ability, and Opportunity.
3. From Exposure to Comprehension.
4. Memory and Knowledge.
5. Attitudes Based on High Effort.
6. Attitudes Based on Low Effort.
7. Problem Recognition and Information Search.
8. Judgment and Decision Making Based on High Effort.
9. Judgment and Decision Making Based on Low Effort.
10. Post-Decision Processes.
11. Social Influences on Consumer Behavior.
12. Consumer Diversity.
13. Household and Social Class Influences.
14. Psychographics: Values, Personality, and Lifestyles.
15. Innovations: Adoption, Resistance, Diffusion.
16. Symbolic Consumer Behavior.
17. Marketing, Ethics, and Social Responsibility in Today’s Consumer Society.

  • Wayne D. Hoyer

    Wayne D. Hoyer holds the James L. Bayless/William S. Farish Fund Chair for Free Enterprise and is Chairman of the Department of Marketing. He received his Ph.D., M.S., and B.S. from Purdue University. His major area of study is consumer psychology and his research interests include consumer information processing and decision making, customer relationship management and new product development, and advertising information processing (including miscomprehension, humor, and brand personality). Dr. Hoyer has published more than 100 articles in academic journals, such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, and other marketing and psychology forums. His 1998 article on assortment perceptions (with Susan Broniarczyk and Leigh McAlister) won the 2003 O’Dell Award from the American Marketing Association. He has also been the Montezemolo Visiting Research Fellow in the Judge School of Business and is a Visiting Fellow of Sidney Sussex College at the University of Cambridge (UK). Dr. Hoyer has taught internationally at the University of Cambridge (UK), University of Mannheim, the University of Muenster, and the Otto Beisheim School of Management (Germany), the University of Bern (Switzerland), and Thammasat University (Bangkok, Thailand).

  • Deborah J. MacInnis

    Deborah MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration and Professor of Marketing at USC’s Marshall School of Business. She received her PhD from the University of Pittsburgh. Her work focuses on the role of emotions in consumer behavior and branding. She has received the Journal of Marketing’s Alpha Kappa Psi and Maynard Awards for the papers that make the greatest contribution to marketing thought as well as the Long-Term Contribution Award from the Review of Marketing Research. Dr. MacInnis has served as Co-Editor and Associate Editor of the Journal of Consumer Research and Associate Editor for the Journal of Marketing and the Journal of Consumer Psychology. In addition to co-authoring CONSUMER BEHAVIOR, she has several edited volumes on branding and has an upcoming book on developing, enhancing and leveraging brand admiration. She is former Treasure and President of the Association for Consumer Research and former Vice President of Conferences and Research for the American Marketing Association’s academic council. She is the winner of local and national teaching awards. Dr. MacInnis has also served the Marshall School of Business as Vice of Research and Strategy and Vice Dean of the Undergraduate Program. Her consulting includes work with major consumer packaged goods companies, business-to-business marketers and advertising agencies. She enjoys reading, walking, music, and drawing and adores her family and pets.

  • Rik Pieters

    Rik Pieters is Professor of Marketing in the Tilburg School of Economics and Management (TISEM) of Tilburg University, the Netherlands. He received his Ph.D. in social psychology from the University of Leiden in 1989. Dr. Pieters believes in interdisciplinary work and that imagination, persistence and openness to surprise are a person’s biggest assets. He has published more than 90 articles in marketing, psychology, economics, and statistics. His work has appeared in Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Science, Management Science, and International Journal of Research in Marketing. Dr. Pieters has published in the Journal of Personality and Social Psychology, Organizational Behavior and Human Decision Processes, European Journal of Social Psychology, Emotion, Psychological Science, Journal of Economic Literature. His research concerns attention and memory processes in marketing communication and the role of emotions in consumer decision making. He has served as Co-Chair of the Association for Consumer Research annual conference and has co-organized special conferences on visual marketing, social communication, and service marketing and management. He has taught internationally at Pennsylvania State University; University of Innsbruck, Austria; Koc University, Turkey; and the University of Auckland, New Zealand. Dr. Pieters has been Strategy Director for National and International clients at the Prad/FCB Advertising Agency, Amsterdam office. He bakes bread, rides bikes, and drinks hoppy, fermented barley beverages, all except the first in moderation.

  • MANY PROMINENT CONSUMER BEHAVIOR THEMES RECEIVE SPECIAL ATTENTION. Chapter One previews hot topics, such as financial decisions and money management, obesity, diversity influences, symbolic consumer behavior and social media marketing. New key terms, such as ethical sourcing and contagion, highlight the growing influence of particular aspects of consumer behavior.

  • DETAILED CONCEPTUAL MODELS CLARIFY KEY TOPICS IN EACH CHAPTER. These models help students understand how the chapter’s key topics relate to one another and how the topics connect to coverage in other chapters. This understanding provides a valuable roadmap to your course.

  • MARKETING IMPLICATION SECTIONS DEMONSTRATE HOW CONSUMER BEHAVIOR CONCEPTS APPLY TO THE PRACTICE OF MARKETING. Students examine essential functions, such as market segmentation, target market selection, positioning, and decisions on promotion, price, product and place. Many of these features focus on international marketing, which helps students gain the broader perspective needed in today’s global economy.

  • DISCUSSION QUESTIONS EXTEND YOUR STUDENTS’ OPPORTUNITIES TO APPLY WHAT THEY’VE LEARNED. These meaningful questions at the end of every chapter encourage students to recall, analyze and dig deeper into what they have learned as they apply the chapter’s concepts to real-world marketing situations.

  • ONLINE EXERCISES INTERACT WITH REAL ADVERTISEMENTS, CONSUMER DATA, AND MARKETING STRATEGIES. As students work extensively with today’s ads, data and marketing, they are able to relate chapter concepts to concrete experiences from their own lives. They also explore how chapter concepts can be used in the current workplace.

  • EXHIBITS EMPHASIZE SPECIFIC TRENDS. Illustrations and graphics throughout visually demonstrate applications of consumer behavior concepts in both the United States and international marketing situations.

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

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