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Consumers
Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska
Overview of Consumer Behavior: Production, Consumption, and Disposition

Chapter Objectives

After completing this chapter, you should be able to:

I.

Define the domain of consumer behavior including some areas of interest to consumer behavior researchers, policy makers, and marketers.

II.

Describe many examples of the importance of consumer behavior in people's daily lives. Explain why knowledge of consumer behavior is of value to you.

III.

Discuss the circle of consumption and how consumption relates to other technological and economic processes

IV.

Understand that consumer behavior is driven by general human motivations. Know the plan of the book.




McGraw-Hill/Irwin




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