CONSUMER BEHAVIOR

This text examines the importance of understanding consumers in formulating marketing strategy and highlights the diversity of theory and research in consumer behavior. Material on marketing and consumer practices outside the US is integrated throughout, and boxed readings highlight cultural differences in consumer behavior. There are also boxes on the Internet's role in the way business is conducted and abuses of the Web, and perspectives from college students around the world on ethical and strategic issues discussed. Solomon teaches in the Department of Consumer Affairs at Auburn University.