الصفحة 1
الصفحة 1
Methods in consumer research ; Vol 1 : New approaches to classic methods
Brings together world leading experts in global consumer research who provide a fully comprehensive state-of-the-art coverage of advances in the classical methods of consumer science. The book touches on the latest developments in qualitative techniques, Including coverage of both focus groups and social media, While also focusing on liking, A fundamental principle of consumer science, Consumer segmentation, And the influence of extrinsic product characteristics, Such as packaging and presentation on consumer liking.
Essentials of consumer behavior
Essentials of consumer behavior offers an unique material on vulnerable consumers and ethics. Balancing a strong academic foundation with a practical approach, Stephens emphasizes that consumer behavior does not simply equate to buyer behavior. She examines the thoughts, feelings, and behaviors that shape consumers’ attitudes and motivations in relation to brands, products, and marketing messages. Providing a concise guide to the discipline, the author covers key themes such as vulnerable consumers, new technologies, and collaborative consumption.
