A textbook for marketing students and professionals. Solomon (consumer affairs, Auburn U.) stresses consumer research and the importance of understanding consumers in formulating market strategy. He also considers the "warts" of marketing--instances of marketing mistakes and ethically suspect activities--as well as the impact marketing has had on popular culture.

Sections include: consumers in the marketplace, consumers as individuals and as decision makers, consumers and subcultures, and consumers and culture. Super-client introduction to consumer behavior which uses the latest behavioral theories to give a practical discussion of the buying behaviors of consumers in all cultures Using a lively writing style, examples that relate directly to students as consumers, and "cutting-edge" research, this critical examination of marketing practices -- explains why people buy things and how products, services, and consumption activities contribute to the broader social world that consumers experience. This book explores the many facets of consumer behavior. Its current coverage and engaging writing style reflect the latest research and hip trends.

Chapter topics look at consumers as individuals and decision-makers, income and social class, various subcultures, and cultural influences on consumer behavior.

This edition expands its focus on online consumer behavior and contains new topics such as virtual communities, virtual marketing, e-commerce For individuals with an interest in the attitudes and activities of today's buyer in the marketplace.