Overview

This is the first text in the Consumer Behavior discipline with a true global focus . It treats world consumers equally without sacrificing U.S. content. The authors are not only concerned with what people buy, but are committed to helping readers make sense of consumers as cultures, social beings, families, and individuals. They are interested in behavior, but also in what consumers think, feel, and say. They are interested in our purchases, but also our dreams, plans, experiences, satisfaction, and memories. The book also treats the meanings we attach to consumption and possession as well as our disposal of things we can no longer keep. The authors borrow from all the social sciences, enabling readers to thrive in a global marketplace.