Consumer Behavior in a Digital World
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Social Media has invaded every aspect of daily life. According to the World Economic Forum, in 2022 there are more mobile subscriptions than people on the planet and almost 60% of web traffic comes from mobile devices.
Because of this, marketers have had to refocus their tactics to account for the changes that mobile computing and social media have made to the way consumers behave. While the basic psychology behind consumer behavior has not changed, the way these psychological tendencies manifest has adapted to the mobile environment. Consumer Behavior in a Digital World presents updated psychological literature relating to consumer behavior and, through updated examples, shows how these psychological theories apply to marketing in an increasingly digital world.
Featuring a strong consumer-focused, strategy-oriented approach, the new Third Edition of Consumer Behavior in a Digital World:
- has been completely revised and updated! With the importance of social media continuing to rise every year, this new edition analyzes how marketers learn about and understand consumers. Following the tradition of previous editions, the new edition continues to emphasize scientific rigor and several new scientific references have been added.
- devotes ample attention to "classic" consumer behavior topics, including consumer information processing, consumer decision making, persuasion, social media and the role of culture and society on consumer behavior.
- strikes an ideal balance among theoretical concepts, cutting-edge research findings, and applied real-world examples that illustrate how successful businesses apply consumer behavior to develop better products and services, market them more effectively, and achieve a sustainable competitive advantage.
Part 1: Consumer Behavior and Marketing Strategy
Understanding Consumer Behavior and Consumer Research
Consumer Focused Strategy: Segmentation and Positioning
Branding Strategy and Consumer Behavior
Part 2: Consumer Information Processing
Learning and Memory
Automatic Information Processing
Motivation and Emotion
Attitude and Judgment Formation and Change
Part 3: Consumer Decision Making
Consumer Decision Making
Behavioral Decision Theory
Biases in Managerial Decision Making
Strategies for Improving Managerial Decision Making
Part 4: Consumer Social Influences and Contemporary Strategies for Digital Marketers
Self-Concept and Personality Theories
Cross-Cultural Consumer Behavior
The Influence of Demography
Engaging Consumers through eMarketing