Consumer Behavior in a Digital World
Edition: 3
Copyright: 2023
Edition: 3
Copyright: 2023
Pages: 572
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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
Consumer Perception
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
Social Influence
Cross-Cultural Consumer Behavior
The Influence of Demography
Reaching Consumers
Engaging Consumers through eMarketing
Frank R. Kardes is the Donald E. Weston Professor of Marketing and University Distinguished Research Professor at the University of Cincinnati. He is a recipient of the Distinguished Scientifi c Achievement Award of the Society for Consumer Psychology, and is a Fellow of six professional societies. His research focuses on consumer information processing, judgment, inference, and decision making, and he has presented his research at leading universities throughout the world (e.g., Wharton, Yale, Cornell, Chicago, Northwestern, Michigan, London Business School, Australian Graduate School of Management, Hong Kong University of Science and Technology, INSEAD in France). Dr. Kardes was an Editor of the Journal of Consumer Psychology, Marketing Letters, Advances in Consumer Research, the Handbook of Consumer Psychology, and the Handbook of Research Methods in Consumer Psychology. He was also an Associate Editor of the Journal of Consumer Research and of the Journal of Consumer Psychology, and has served on seven editorial boards.
Susan Powell Mantel is a Professor of Marketing at the University of Cincinnati. She has also served in university leadership as a Department Chair (six years) and as Associate Dean (three years). Her research focuses on social media marketing, consumer information processing, consumer behavior, and the infl uences of affect on consumer responses. Dr. Mantel’s articles have been published in various marketing and psychology journals, such as the Journal of Interactive Marketing, the Journal of Consumer Research, the Journal of Marketing, the Journal of Consumer Psychology, the Journal of Operations Management, the Journal of Business Research, Psychonometric Bulletin and Review, etc. She has also published several book chapters and numerous national conference proceedings. Dr. Mantel is on the editorial review board of the Journal of Consumer Psychology and Future Business Journal, and has served as an ad hoc reviewer for the Journal of Consumer Research, the Journal of Marketing, and the Journal of Marketing Research, among others.
Maria Cronley is the Provost and Senior Vice President for Academic Affairs at Austin Peay State University. She earned her BSBA in marketing from Bowling Green State University and her PhD in marketing from the University of Cincinnati. Her research interests center on consumer judgment and decision processes, with specific emphasis in the areas of consumer inference and biased processing, and persuasion. She has published in numerous scholarly journals, including the Journal of Consumer Research, the Journal of Consumer Psychology, the Journal of Public Policy and Marketing, the Journal of Business Research, Marketing Letters, the Journal of Brand Management, Psychology and Marketing, the Journal of Economic Psychology, the Journal of Experimental Psychology: Applied, and Health Communication. Dr. Cronley also serves as a peer reviewer for the Southern Association of Colleges and Schools Commission on Colleges (SACSCOC). She is a HERS Fellow and graduate of Harvard’s Institute for Education Management.
Dr. Thomas Cline is professor of business and statistics in the Alex G. McKenna School at Saint Vincent College. He is a recipient of the International Teaching Excellence Award from the Association of College Business Schools and Programs. He earned a PhD at the University of Cincinnati, an MBA from the University of Virginia’s Darden School and a BS in architecture from UVA. Dr. Cline has a published numerous articles in business journals, including the Journal of Advertising, the Journal of Consumer Psychology, the Journal of Economic Psychology, the Journal of Marketing Communications, Psychology & Marketing, the Journal of Leadership and Management, and the Handbook on China and Globalization. Dr. Cline’s recent research has been published in healthcare journals, including the Journal of Forensic Nursing, the Journal for Nurse Practitioners, Urologic Nursing, Archives of Psychiatric Nursing, Clinical Simulation in Nursing, the Journal of Nursing Informatics, Anesthesia Journal, Advanced Emergency Nursing Journal, Critical Care Nursing Quarterly, Issues in Mental Health Nursing, Nurse Education and Practice, Quality Management Health Care, the Journal of the American Association of Nurse Practitioners, the Journal of Women’s Health, and the Journal of Continuing Education in Nursing. Dr. Cline won the Pennsylvania State High School Golf Championship (PIAA) in 1979 and earned a four-year golf scholarship to UVA, where he was All-ACC Academic from 1980–1983.